Diageo has underlined the “sunny outlook” for its Pimm’s brand this summer, as it prepares to launch a £1.25m out-of-home campaign for the brand following the launch of Pimm’s Cider Cup.
Ten weeks after its launch, the product – a blend of Pimm’s No. 1 spirit, British cider and a hint of classic Pimm’s strawberry and cucumber flavours – has become the year’s top selling total cider innovation in its first eight weeks, Diageo claimed.
With £1.25m’s worth of above-the-line support being activated across the Pimm’s trademark this summer, a new out-of-home campaign for the Cider Cup will launch in London next month. The digital media campaign will see both static and moving creatives for the Cider Cup launch across key out-of-home sites in London near both on-trade and off-trade outlets. The campaign will be supported by both social media and PR activity.
Diageo GB off-trade sales director Guy Dodwell said: “We’re thrilled at how well Pimm’s Cider Cup is performing in Great Britain and excited about the prospects for the brand, with new variants on the way. We were confident that we were onto a winner when we launched the product, and the early performance and feedback from both our customers and consumers has reconfirmed this. We want to be leading players in the fruit cider category and believe Pimm’s Cider Cup is the right product to take us there.”
Pimm’s brand manager Joanna Segesser added: “Ever since James Pimm created the first Pimm’s Cup, the brand has always worked to bring a distinctive twist to the nation’s favourite drinks. It’s been amazing to see consumers respond so positively to Pimm’s Cider Cup in these first weeks and we are investing in the brand this summer to make sure it’s front of mind. We think it’s an instant classic.”
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