A truly integrated campaign, the big idea was to create a
quasi-political party whose manifesto was to create the most
perfect summer ever with pledges such as banning wasps and
providing socks and sandals for all.
Launched with a big party when the clocks went forward, TV
and online advertising drove people to join in the fun via
facebook, voting on the quirky pledges and signing up for a range
of party inspired freebies like bunting and Pimm's jugs which could
be redeemed through Sainsbury's. To add to the excitement the
campaign also featured a Pimm's Summer Party campaign bus which
toured the country and a special edition bottle.