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UK: Diageo goes nationwide with Pimm’s

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Diageo Great Britain is to launch a GBP5.1m (US$9.93m) nationwide marketing campaign for its Pimm's brand this summer.

Activity will include TV and press advertising, PR and events, as well as national sampling and experiential programmes to help retailers maximise sales, Diageo said.

The company added that this will be the first time that Pimm's will be given a nationwide push, with marketing activity previously targeted at England and Wales.

The campaign will feature a new press ad featuring Harry, described as the brand's "most enthusiastic ambassador", along with re-cut versions of previous Pimm's TV commercials.

Further activity will include in-store sampling, while a promotional ice tray giveaway will also be rolled out across 2,500 convenience stores.
 
"Pimm's is the number one spirit brand for summer in Great Britain and we're delighted to again be increasing our investment this year to GBP5.1m to ensure retailers maximise the profitability available from the brand," said Matt Campbell, brand manager for Pimm's at Diageo GB. "With a new press campaign, fully nationwide TV throughout the summer and high impact POS throughout selected stores, Pimm's will be front of mind amongst shoppers throughout the season."


Sectors: Spirits

Companies: Diageo

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