pimm’s
the drink of the summer at the event of the summer
Challenge
Make Pimm’s Wimbledon sponsorship relevant to audience beyond the Grounds.
Strategy
Add fan-favourite creators and influencers to the exclusive guest list.
Idea
We delivered a culture-led campaign that brought together Pimm’s, tennis, and our iconic serve, cementing the brand’s association with summer and Wimbledon. Central to this was a bold, talent-led presence at Wimbledon, supported by an always-on influencer programme focused on key seasonal moments.
This included an array of celeb media guests/hosting across the tournament, as well well as collaborating with 8 high-reach creators to produce social-first content during peak summer occasions.
Former tennis pro–turned–artist Gabi Taylor was commissioned to create culturally relevant artwork that resonated with our core 35+ audience. Her hand-painted illustrations were featured on limited-edition 1L carafes and wine glasses, sold via TheBar.com in elegant Pimm’s-branded packaging.
Gabi also created a unique abstract artwork representing Pimm’s and Wimbledon, which was digitised and displayed on the Pimm’s on the Hill bar, alongside her quote and a summary of the collaboration—forming the backdrop for talent imagery on-site at Wimbledon.
Impact
Due to the high calibre and versatility of this year’s talent line-up, generating cut-through in a broader range of media titles, particularly consumer.
Results increased across the board this year, with the total number of pieces more than doubling, and a huge jump in consumer lifestyle coverage:
112% year-on-year increase in media coverage for Wimbledon
1 front page feature in The Times
85% of Wimbledon guests posted organically
121 pieces of media coverage
12.7 million media impressions
71 social posts
3.1 million estimated social reach
112%
YOY increase in
Wimbledon media coverageFRONT Page
feature in The Times85%
of Wimbledon guests
posted organically
