Australians live for the outdoors, meaning RTD’s are often the drink of choice for casual get-togethers and daytime drinking occasions.
Our task was to introduce Pimm’s RTD to Australia. The quintessential drink of British summertime, Pimm’s needed to work for a different audience and address the cultural shift in social occasions compared to the UK. As a result, two formats were developed; single serve and shared, both with refreshing flavour profile’s suited to the temperate climate.
The design solution for the 330ml four pack, uses the iconic red and white colour palette in a new way. The bold, contrasting stripes reference the classic British deck chair, a nod to its association with British summertime and a fun way to make a gender neutral brand statement across all activation pieces and point of sale.
With limited print options available for ready-to-drink formats, we maximised the metallic label substrate to build premium cues with gold foil finishes and communicate refreshment.
The design solution for the 750ml needed to elevate the Pimm’s experience to something ‘table worthy’ stealing share from wine. For that reason, the design borrows cues from the sparkling wine category to create an impactful neck that communicates a special occasion.
It was a requirement of the brief to produce the package as a shrink wrap, so a lot of time was spent engineering the neck area to work against the distortion of the bottle. The ‘front label’ stays close to the classic Pimm’s look and feel to reinforce recognition for a new product in a country that has variable knowledge of the brand.
Overall, Pimm’s premix is enjoying a stellar growth period. Since launch, it has been a strong contributor of the overall premix category, using social media to build followers and communicate its daytime drinking positioning with a strong personality and charm.