Agency Republic targets Londoners with Pimm's web initiative

LONDON - Agency Republic has built an online "sunshine finder" for Diageo's Pimm's brand.

Pimm's...Agency Republic designs 'sunshine finder'
Pimm's...Agency Republic designs 'sunshine finder'

The service, which tells Londoners what time their local pubs and parks will reach their sunniest period, has  been launched in partnership with Time Out.

The magazine will back the initiative with features in its paper edition, and has created a microsite with information about summer drinking in the capital on its main website.

More than 1,000 pubs are initially participating, and plans are in place to roll the initiative out across the country over the next year. It will also be extended  to mobile.

Matt Campbell, brand manager for Pimm's at Diageo GB, said: "The ‘sunshine finder' is an incredibly exciting product for the Pimm's brand because it offers a really useful service to consumers in their natural online environment, which is a huge challenge for any FMCG brand."

To use the "sunshine finder", visit