Its time to give some praises to Pimm’s for its ongoing “It’s Pimm’s o’clock!” brand activation that has proved to be extremely successful. In addition to online promotion, TV advertisement and other marketing activities, Pimm’s released numerous merchandise as a complementary purchase to the core product. This brand activation campaign aimed to engage and connect with the existing customers as well as gain new ones.
Pimm’s branded merchandise is summer-themed and includes everything that is needed for a perfect barbeque or garden party – buntings, UK flag styled picnic blankets, cooler bags, ice trays, stirrers, cider cups, plastic jugs, double deck chairs, parasols, tote bags and even umbrellas, notebooks, winter aprons, teapots.
Having branded merchandise as such, is able to benefit the brand significantly. Firstly, prices for the items varies from as little as £1.50 to almost £200 for special sets, so for the brand it is an additional revenue stream. Secondly, branded merchandise provides brand exposure, thus increasing brand awareness, which is crucial for brand activation campaign.
What this Brand Activation Campaign has Achieved?
The success of the campaign is undoubted. Catchphrase “It’s Pimm’s o’clock!” – themed posts went viral, throughout the summer it was shared on various social platforms. As the matter of fact, it got so popular that Pimm’s started to sell Pimm’s personalized posters with the phrase.
This campaign resulted in the social media buzz and a greater degree of interaction between customers and the brand. Association with Pimm’s and summertime helped to improve brand image significantly.
Feel free to contact the ODM Group to learn more about branded promotional products, which you can include in your marketing strategy. We have years of experience with sourcing promotional products for companies all over the world. If you are interested in similar products, then check out some of our related case studies below: