Pimm's launches RTD for summer
Pimm's, the quintessential drink of the British summer, has unveiled a three-pronged strategy to boost sales in the sun this year.
Owner Diageo is looking to broaden the appeal of the brand beyond its clichéd image as a tipple for posh folk by test marketing Pimm's in two new formats.
A limited edition 275ml Pimm's and lemonade ready-to-drink (RTD) concept, at 5.4 per cent ABV, is being trialled in more than 700 outlets during the summer months in an attempt to attract consumers who wouldn't normally buy the drink. Diageo is recommending that the RTD is served 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."
Diageo is also preparing to trial Pimm's and lemonade on tap in 60 outlets, many of them in the Young's estate, after the success of a similar draught concept at major summer sporting events such as Wimbledon, Ascot and Henley last year.
"We have been really happy with the quality and consistency of the font system so far and we realised that there was a clear opportunity to introduce it in pubs and bars where volume sales of Pimm's are very high," added Mr Appleyard.
The brand has also unveiled the latest installment in its TV advertising campaign featuring Harry, a posh fellow hell bent on introducing Pimm's into scenarios where it would not normally be drunk.
Mr Appleyard added: "We've started our advertising earlier than last year, to drive awareness all summer long from April to September. 'Harry Boy Slim', our new execution, was launched at the end of April on terrestrial and satellite TV. We're spending £2m on TV and radio this year and the campaign will continue into August."
The new advert sees Harry mistake a techno party in a marquee for a wedding. Harry pulls out his hamper of Pimm's and passes out the glasses.
