Ahh, Pimm’s – the classic drink of the summer months, forever associated with leisurely picnics in the park, Royal Ascot, and of course Wimbledon.
No visit to Centre Court would be complete without a refreshing Pimm’s Cup, the quintessential Wimbledon cocktail of Pimm’s, lemonade, mint (strictly three sprigs only), and cucumber.
In fact so popular was the drink at this year’s tournament that Pimm’s scored highest in brand recognition across all social media and digital channels.
So it might be surprising to learn that Pimm’s is not even one of the official Wimbledon sponsors. In fact Pimm’s beat official sponsor IBM by 2.5 per cent, and was ahead of other official partners, including HSBC, by as much as 80 per cent.
Through thoughtful strategy and carefully integrated brand management Pimm’s seems to have achieved the ultimate dream of brand managers everywhere, inveigling its way irresistibly into the hearts and minds of the great British public. Pimm’s O’Clock, anyone…?
Image Credit: Ad Week