Brand Experience

PIMM’S at Wimbledon: The Perfect Match

18

YoY increase

2000

Attendees

The brief

For the third year running we were tasked by Diageo to enhance the Pimm’s fan experience at the world’s oldest, and most prestigious tennis championship, Wimbledon, with the aim of driving volume and fan experience.

What we did

Working with the Pimm’s brand team we bought together our flagship Pimm’s bar, Pimm’s on the Hill along with the Pimm’s Long Bar and the Pimm’s can cart in order to create high visibility, premium Pimm’s destination bars to immediately engage tennis fans with the brand and product.
To ensure the perfect serve for every Pimm’s, staff were trained on how to pour, garnish and dress every single cup. Each day, Verve mystery shoppers ensured every fan had a perfect Pimm’s experience, every time.

The results

In 2019, we saw a 18% overall YoY increase in sales of Pimm’s across the championship. This follows on from last year’s campaign success which was formally recognised, winning a 2018 UK Sponsorship Award for Effectiveness with a small budget.

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