Brand Positioning

Diageo-owned Pimm’s is an old British institution.

Our task was to re-position the brand to kick start the brand into growth, exploiting its wonderful heritage but making it relevant to a younger mainstream target.

We used our Adcept Methodology to create and bring alive multiple positioning routes. We found consumers had enormous affection for the brand but there were two things holding it back.

Firstly it was completely rooted in Summer parties; it was simply ‘off the consumer radar’ for other occasions. Secondly, its core equity of ‘traditional upper class’, although viewed affectionately and an essential part of the brand, meant the brand was viewed as ‘not for me’.

The Adcepts that sent up its upper class origins struck a real chord with consumers. This analysis led to the current campaign that hits both these issues directly.