Thursday, 28 May 2015

Anyone for Pimm's?

I've blogged about seasonality before, and it's now that wonderful strawberries and asparagus (and yes, you can eat them together) season here in Germany. And back in Blighty, it's time for a Pimm's. Pimm's have been quite smart with their marketing in the last few years, making a choice to throw all their media budget into a seaside bucket and associate the brand with the Great British Summer in all its unpredictability.

Their latest clever trick is a nifty use of digital technology in the form of posters that activate when the temperature goes above 21°C. Now, that's what I call working with audience receptivity!

Pimm's have always been pretty good at marketing, it seems. This article looks at the phenomenon of the Pimm's Party in the 1950s/1960s, when the Pimm's bottle looked like this:
21st century marketers can learn plenty from this 360° Participative Co-Created Big Brand Idea, as I guess we'd call it today. Pimm's provided invitations for the party, suggestions for Jolly Party Games, such as passing the matchbox by nose, or flipping kippers (not entirely sure about either of those after a few Pimm's), snack recipes (fancy Nut Balls, Prune Surprises or Shrimp Thrills?) and some excellent tips (providing plenty of ashtrays, locking up the kids & neighbours, keeping cats away from the drinks, that sort of thing).

Potential party-givers are also reassured that there's "no need to bother about other drinks", in a blatant steam-rollering of any competition.

But there's a warning issued from the brand. It's not something about responsible drinking or being over 18 or any of that business, though.

No, it's the warning to be prepared for "lots of fun and maybe a bit of flattery."

Bottoms up!

2 comments:

Barbara Fisher said...

I do enjoy the occasional glass, and the new Blackberry and Elderflower flavour sounds very tempting. It was nice to look back on the vintage adverts. I remember quite a few of them. Cheers!

Sue Imgrund said...

Cheers to you too! You can't get Pimms here - or at least not out in the sticks where I am - but there are some delicious spring and summer alcoholic concoctions to make up for it, such as Maibowle, which is a punch made with Waldmeister, which I think is translated as Woodruff.