Pimm's: A Pukka Problem

This case study shows how Pimm's managed to change its established reputation as a British summer drink by encouraging people to drink it with curry.

Diageo: Pimms - A Pukka Problem

Tara Austin

Campaign details

Client: Diageo Agency: Ogilvy & Mather London Brand: Pimms


For ten years she had resented having to order wine with Indian food - just because she didn't drink beer…

This is the story of one planner's personal thirst, and self-imposed mission, to persuade Diageo that there was a gap in the market for an alternative to lager with curry - and how one of their products was perfectly poised to fill it.

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