It's PIMM'S o'clock!


Client: CUB - Carlton United Breweries
Campaign: Drink Eat Discover

Challenge
To establish a culture around Pimm’s in Australia by making ‘Pimm’s O’Clock’ a ritual with as much meaning and relevance as it has in the UK. 

Insight
People are looking for more sessionable and refreshing drinks to enjoy with friends as part of the casual get-together afternoon drinking occasions.

Idea
The Pimms Summer Garden: An immersive and imaginative pop-up experience that transformed bars into a vibrant riot of colour and summer freshness and the perfect place to squeeze a little more fun out of time with friends.

Change
Sales of Pimm’s doubled throughout the campaign period in Pimm’s Garden venues.  

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