Pre-summer push for Pimm's

27 March, 2009

Diageo is rolling out a 35cl bottle of Pimm's to coincide with its portfolio-wide Bring Home the Spirit of Summer marketing push.

The smaller sized bottle will be available from April with a

rrp of £7.49.

"The average basket spend within convenience is £11.13, so the new 35cl allows consumers to choose a summer spirit option within this price bracket," said assistant brand manager Francesca Miles.

"By launching

early in the season, it allows retailers to drive repeat purchases of Pimm's throughout the summer, particularly on impulse occasions such as

bank holidays," she added.

The launch will be backed by a £50,000 marketing spend.

Diageo has also earmarked £1.6 million to support

its summer campaign. The push is designed to

influence

consumers when they are planning what drinks to mix at home after work and will include ads at railway stations, in the

Underground, on drive-time radio slots and in London's consumer press titles.

Consumers will be targeted with "summer spirits squads" who will

give out

limes to be used in long drinks and recipe cards at city centres and train stations

between 3pm and 8pm .

Category marketing director Russell Jones said

almost a third of annual off-trade spirits sales occur from May to August.

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