Diageo: Pimms - A Pukka Problem

Tara Austin

Campaign details

Client: Diageo
Agency: Ogilvy & Mather London
Brand: Pimms

Summary

For ten years she had resented having to order wine with Indian food - just because she didn't drink beer…

This is the story of one planner's personal thirst, and self-imposed mission, to persuade Diageo that there was a gap in the market for an alternative to lager with curry - and how one of their products was perfectly poised to fill it.

This is the story of how Pimm's became 'Pukka'.

It tells how years of trying to get a meeting with the Pimm's brand team, and months pulling together research in stolen time, finally culminated in a single strategic presentation that demonstrated why Pimm's, that classic, highly-seasonal, summer drink favoured at Henley and Wimbledon, was the perfect accompaniment for that most British cuisine - curry. It outlines the argument that led Diageo to invest in a whole new usage occasion that could reduce Pimm's dependency on the unreliable British Summer and change the shape of its business forever.