Pimm's: A Pukka problem

Campaign details

Agency: Ogilvy & Mather Advertising
Brand: Pimm's
Advertiser: Diageo

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 the British practice of drinking 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 brand team, and months pulling together research in stolen time, finally culminated in a single strategic presentation that demonstrated why Pimm's - the classically British, highly-seasonal, alcoholic drink favoured at weddings 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.