Diageo GB is investing £2m into a new marketing campaign to drive sales of its Pimm’s brand this summer.
Branded outdoor banners and umbrellas will be available in the on-trade as part of the campaign, as well as t-shirts for bar staff and branded Pimm’s jugs.
This summer’s activity will also include TV, radio and press advertising, plus sampling and new point-of-sale material, which the company hopes will drive consumer awareness of Pimm’s as the ideal drink for social summer occasions.
A new TV campaign continuing the ‘Harry’ theme and featuring the Pimm’s O’Clock strapline launches on 17 April, and focuses on the Harry’s patriotic side.
Matt Hunt, marketing manager for Pimm’s Diageo GB, said: “Last year saw the highest sales yet of Pimm’s and we are confident, leading into this summer with the best ever awareness of the brand and a comprehensive marketing campaign, licensees can again benefit from strong sales.”
