We Will Summer

Pimm’s asked us to reinvigorate their brand. We created a new culture-first creative platform that resonated with contemporary British culture and regained market share with their core audience.

Pimm’s has long been synonymous with British summer time, but over the years its image of a twee idea of British culture has contributed to a decline, as drinkers felt disconnected from the brand.   We Will Summer is a new brand platform that positions Pimm’s as inclusive instigators of summer fun – a celebration of the weird and wonderful ways we all squeeze the most out of every single summer moment.

We kicked the season off with ‘Heroes of summer’, an OOH and social campaign profiling characters who personify the ‘can do’ British attitude. We activated this campaign throughout key summer moments, with responsive creative across OOH and social media.   To celebrate the official end of summer, we sent comedians Lola Jagun & Larry Dean to Fort William, Scotland (the most overcast place in the UK) to find out what locals do to make the most of summer, their experiences were shared across social channels through a content campaign.

Since launching We Will Summer, Pimm’s has seen double- digit sales growth, and we’ve established a set platform foundation for future campaigns to be built on.