Diageo unveiled a fresh marketing onslaught for Pimm’s, the traditional drink of the British summer, in an effort to sell the drink to a wider market and shed its 'posh' image. Pimm’s will go on sale in two new formats this summer; a limited edition 275ml Pimm’s and lemonade ready-to-drink bottle, at 5.4 per cent ABV; and Pimm’s and lemonade on tap in 60 outlets, mainly across the Young’s estate, following successful trials of the concept at summer sporting events such as Wimbledon, Ascot and Henley in 2003. The RTD will go on sale in more than 700 outlets, with a recommendation to serve it with a wedge of orange in the neck of the bottle. "What we’re trying to do is broaden the brand’s appeal and help on-trade outlets maximise the opportunity during the summer," said Graham Appleyard, marketing director for Pimm’s. "The RTD is designed for outlets that don’t normally serve Pimm’s and the reaction from the trade so far has been really encouraging." The latest installment in the brand's advertising campaign, Harry Boy Slim’, is also set to hit UK television, in which the eponymous hero mistakes a techno party in a marquee for a wedding, and hands out the Pimms nonetheless. "We’ve started our advertising earlier than last year, to drive awareness all summer long from April to September… we’re spending £2m on TV and radio this year and the campaign will continue into August," added Appleyard.

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