Pimm's: A pukka problem

This case study explains how Pimm's, a seasonal summer-time alcoholic drink, trialled a new personality for the brand in the UK: Pukka Pimm's, to be drunk while eating curry.

Pimm's: A Pukka problem

Campaign details

Agency: Ogilvy & Mather Advertising Brand: Pimm's Advertiser: Diageo


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 the British practice of drinking lager with curry - and how one of their products was perfectly

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