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:
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."
In praise of passive planning
2 weeks ago