Diageo Great Britain is investing pound;3.5m in Pimm’s.
Diageo is rolling out a national campaign with TV advertising that will see the character Harry out and about in venues across the UK.
Sampling will feature people on old fashioned bicycles giving consumers samples of pre-mixed Pimm’s and lemonade, and money-off vouchers that can be redeemed in participating convenience stores.
Pimm’s is available in various pack sizes and SKUs to suit different occasions. Pimm’s has also introduced gift packs, a free Pimm’s jug with a one-litre bottle and a six-pack of Pimm’s and lemonade in cans with a free cool-bag.
Matt Campbell, brand manager for Pimm’s, said: “Last year was our biggest summer ever for sales of Pimm’s and this year, with an even larger marketing campaign, new TV ads and the boosted sampling activity, we are confident retailers will again enjoy strong sales.”
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