The task was to re-position the brand, making it relevant to a younger, mainstream target.
The Adcepts explored multiple angles. We found that although its upper class image intimidated and made it irrelevant to most – it was much more powerful to be honest rather than ignore its heritage. We found that Adcepts which humorously ‘sent up’ Pimm’s ‘class’ had the ability to reframe the brand as relevant to all, and make the brand loveable. These conclusions led directly to the breakthrough campaign that transformed the brand.