Brand slam: Pimm's vs Aperol

The rival brands are wooing summer drinkers with events capitalising on the sunshine and their respective British and Italian heritage.

Brand slam: Pimm's vs Aperol

Pimm's

Event structure

The Diageo-owned brand has created activations with other brands at festivals and as part of its sponsorship of sporting events such as the Championships, Wimbledon.

Social footprint

@Pimms has 288,995 Twitter followers while its Facebook page has attracted 313,282 likes.

Recent campaigns

Last year, the brand created the Pimm's Wimbledon Bar on the terrace of Selfridges' roof deck to celebrate its Wimbledon sponsorship. Fans were invited to watch screenings of tennis matches while enjoying a glass of Pimm’s. The brand also staged pop-ups across London and the South East all through the summer. 

Latest campaign

The "Pimm’s Spritz wedding dash" took place in May to mark the launch of the Pimm’s Spritz wedding cocktail, a mix of Pimm’s No 1, sparkling wine and lemonade. Brides and grooms in wedding attire competed for a £8,000 prize by racing past Westminster Abbey, over Westminster Bridge and ending in Battersea Park. The 1km race included tasks such as hurling bouquets and hazards such as a balloon slalom and a torrential downpour created by powerful sprinklers. At the end, the grooms had to carry their brides over the finish line.

Aperol

Event structure 

Aperol, owned by Campari, has worked with a number of agencies, including Cohn & Wolfe and The Persuaders.

Social footprint

@AperolSpritzUK has 9,385 Twitter followers, its Facebook page has 956,112 likes and its Instagram profile has notched up 11,700 followers. 

Recent campaigns

Last summer, Aperol set up a 20-feet wide sundial on London's South Bank. The event aimed to create an atmosphere of "Italian sociability" by giving away free Aperol Spritz cocktails from 5pm for "aperitivo hour". Visitors could learn how to create the cocktail, made with Aperol, prosecco and soda water, and relax at the event while soaking up the brand's Venetian culture. 

Aperol also hosted a series of rooftop events, designed to "spritz up" the nation. The first took place in Liverpool on 6 July and encouraged guests to make the most of after-work drinks with an Italian aperitivo experience. Classes and games also created "surprise" moments. 

Latest campaign

Aperol’s biggest UK event, an Italian-themed experience at Shoreditch Light Studio, has been running since May. "The Aperol big spritz social" takes place in an orange-coloured space featuring a pergola, slide, ball pit and Vespa carousel. DJs provide the music while guests can even row along an Aperol-orange-coloured "canal".

Campaign says

While Pimm's has taken a traditional route, with events playing on the brand's very British image, Aperol's bold activations, which tie neatly into the brand's Italian heritage, have perhaps engaged consumers on more levels.