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Diageo launches heat-activated Pimm's campaign

Published:  23 March, 2010

Diageo is to launch a heat-activated radio campaign which will see the Pimm's advertisement aired when the weather reaches 22°C or above.

In addition, it will be launching a strong programme of TV advertising and in-store activity for Pimm's with grocery retailers, linking to key summer events such as barbecues.

With a summer value growth of +16% and volume growth of +19.4% Pimm's is marketed as the quintessential British good-weather drink.

Kshitij Desai, senior brand manager for Pimm's at Diageo GB, 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 . 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."

The campaign will run from April until the end of August.