Pimm's

Helping an alcoholic beverage brand bring in new shoppers

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The Business Context

Diageo Pimm’s introduced its first ever special edition - Blackberry and Elderflower – summer 2013. The goal was to introduce something to the market that might create a stir for retailers to maximize their spirit sales and capitalize on the summer occasion in the UK.

The System1 Research Solution

System1 Research utilized its Concept Testing methodology to efficiently test the early idea. By focusing on the emotive elements in the concept and utilizing the diagnostics, System1 was able to provide strategic recommendations concerning whether or not to pursue and how to optimize the concept prior to production.

This round of early testing identified Pimm’s Blackberry & Elderflower as a flavour that was well-received and fit well with the summer nature of the brand – it scored above the UK norm and was a strong 4-Star concept.

…Pimm’s Elderflower & Blackberry, Pimm’s Strawberry, Pimm’s- infused cider and Pimm’s Summer Crush frozen pouch. These innovations are really helping the UK business grow and that is not something we could say during the recession

  • Andrew Cowan
  • Country Director for Great Britain
  • Diageo

The Business Results

Diageo adopted System1 Research's recommendation and produced Pimm’s Elderflower & Blackberry, which debuted in April 2013.

  • New Shoppers

    40%

 

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