Making “Pimm’s O’Clock” the catch-cry of summertime

Originally blended by James Pimm as an aid to digesting oysters in 1840, Pimm’s went on to be would eventually be sent dispatched to soldiers at the far edges of the Empire, be served at Queen Victoria's lunches and ended up making its debut at Wimbledon in 1971. As a summertime institution in the UK, Pimm’s wanted to drive saliency and connect the spirit with Australian consumers. 

Jug pouring out Pimm's
People sitting under a Pimm's umbrella
Two women sitting under a Pimm's branded window

Example were tasked with targeting 22+ year-olds, encouraging them to order and purchase Pimm’s, and making “Pimm’s O’Clock” the catch-cry of summertime in Sydney.


To kick off the campaign, Example distributed Pimm’s summer packs and held a start of summer launch event at Coogee Pavilion for 30 media and influencers. The exclusive launch event saw The Glasshouse at Coogee Pavilion transform into a Pimm’s haven, immersing guests in the colours, flavours and scents of summer. 

Following the event, a ‘Summer Study’ research piece was distributed to target media, accompanied by a Pimm’s summer events calendar for each of Australia’s capital cities

This was supported by a paid media partnership with Concrete Playground, as well as a paid influencer campaign in partnership with VAMP which saw 24 content creators capture and share their own Pimm’s-themed summertime moments.

Influencer holding Pimm's
Board with Pimm's drinks on it
Influencer holding Pimm's with dog
Two women drinking Pimm's outdoors
Woman holding Pimm's cup
Cup of Pimm's
Woman holding Pimm's cup
People sitting on a hill at a concert
People holding Pimm's cans

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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