Diageo turns up the heat

Pimm’s is gearing up for an innovative heat-activated radio advertising campaign as it seeks to continue its growth across the UK.

Aside from the usual TV and in-store marketing, a “thermally-activated” radio marketing drive will be put into effect, which will see a Pimm’s advert broadcast whenever the weather reaches 22 degrees Centigrade or above.

Marketers at Diageo will watch weather forecasts to ascertain which days will be suitable to air the advert.

Pimm’s is widely regarded as the British summer drink and last year saw a value growth of 16% with volume up 19.4%.

Last years’ marketing campaign, including a new TV commercial, was aimed at reaching consumers beyond the drink’s usual home of south-east England.

According to Diageo, Pimm’s found its way into an additional 172,000 households across the country as a result.

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

“Last year the new TV ad, Pimm’s 8, was extremely well received by consumers and helped to educate them on the ingredients required for the perfect serve of Pimm’s.

“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.

“The perfect serve is one part Pimm’s and three parts lemonade, with ice, orange, cucumber, strawberries and mint.”

Rupert Millar, 24.03.2010