£4.6m interactive summer campaign launched by Pimm’s
A £4.6m interactive campaign for Diageo brand Pimm’s has launched entitled ‘Pimm’s Summer Party’.
The Pimm’s Summer Party campaign will be executed in the style of a political campaign, engaging customers through manifestos, celebrity endorsers, local brand representatives, a Pimm’s campaign bus, Pimm’s party slogan, supporter kits and membership to the cause.
Pimm’s senior brand manager Emma Sherwood-Smith explained that Pimm’s likes to have fun with summer campaigns, tapping into “the quintessentially British and slightly eccentric personality of the brand”.
Running from now until the end of the summer, activity includes TV advertising, in-store activation, radio ads and interactive online activity.
Sherwood-Smith said: “We are helping retailers to make the most of the sales opportunities presented by Pimm's, by starting early and ramping up activity around key occasions such as this year's royal wedding, sporting events and music festivals.”