Mother unveils Pimm's 'Happy together' push

Mother will attempt to give United Distillers & Vintners' Pimm's

brand an image makeover in its first work for the summer drink, breaking

this week.



The pounds 1 million TV campaign will position Pimm's as a generic

summer drink suitable for any occasion, distancing the brand from its

historical image of being the perfect tipple for a Sloane Ranger. It is

the first TV advertising for the brand for five years.



The 70s-themed campaign comprises four 20-second executions, and shows a

group of friends unable to separate as they frolic in the summer

sunshine.



The group visits the park to play frisbee, goes to the beach for a swim,

has a barbecue party and enters a paddling pool.



In each spot the tightly bonded group ends up in an entertaining

predicament.



All the ads end with the strapline 'Happy together' and intend to

emphasise the inclusiveness of the drink to a 25- to 45-year-old

audience.



The spots will be supported outdoors by ads showing the group in various

locations holding glasses of Pimm's while looking 'Happy together'. It

will also be supported by point-of-sale material. Media planning and

buying is through Carat.



The campaign was written and art directed by Mother. It was directed by

Ringan Ledwidge through Harry Nash. The posters were created by the

Swedish photographer Bisse Bengtsson.



Mother's appointment was a departure for the drinks giant, which has

historically favoured larger, more creatively conservative ad agencies.

The agency won its place on the Diageo roster in January, when it

secured the Pimm's business following a four-way pitch against roster

agencies Saatchi & Saatchi, Miles Calcraft Briginshaw Duffy and Claydon

Heeley Jones Mason. It went on to cement its UDV relationship when it

won the Southern Comfort account in March.



Pimm's advertising had previously been handled by Burkitt DDB. That

agency's most recent work had featured images of summer with straplines

such as, 'Sunny and share' and 'Uncap the Pimm's'.



Nina Davidson, the brands director at Guinness UDV, said: 'We returned

to television because it's the ideal medium to convey the inclusive

personality of the brand. Our research shows that consumers increasingly

use Pimm's as a communal drink, at home or out socialising.'



Stef Calcraft, a partner at Mother, added: 'Pimm's is a great British

brand that just needs to relax a little. The campaign defines and

captures a mood that belongs to Pimm's. Sitting together with friends

enjoying a jug or two in the sunshine.'



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