Pimm’s turns up the heat

A new Pimm’s campaign will use “thermally activated” radio advertising this summer, which will air when the temperatures hit 22°C or above.

The campaign to promote Pimm’s as the perfect barbecue drink will also include TV and in-store advertising.

ast year’s TV ad, which focused on reaching consumers in regions outside of Pimm’s traditional heartland of south east England, will also return.

The TV ad will run from the end of April in a bid to catch the first few barbecues of the year, while the national radio campaign is hoping to boost incremental sales once temperatures rise in the summer months.

“We are extremely pleased with the results from last year’s nationwide marketing campaign,” said senior brand manager Kshitij Desai. “Pimm’s saw very strong growth and is now worth £29.3 million.

“Last year’s TV ad, Pimm’s 8, was extremely well received by consumers.

“This year, supported by our radio and in-store activity, we will use the ad to further emphasise the link between Pimm’s and the barbecue occasion.”?Pimm’s is one of the brands featuring in the recently announced joint marketing campaign between Diageo GB and Coca-Cola Enterprises, which aims to drive spirit and mixer sales in the off-trade.