Drinks brand PIMM’S is taking over London’s Flat Iron Square with the ultimate summertime experience – The Pimm’s Garden

Opened on 1^st July, The Pimm’s Garden recreates a traditional English garden and feature screens to watch the best of the summer’s sport, including Wimbledon, until the end of August.

Visitors can compete with their friends in an array of free ‘garden games’, including corn hole, garden Jenga and mini-tennis, which includes it’s very own umpire chair to ensure fair play at all times.

The garden includes stripey deckchairs, picnic benches, flower garlands and a photo-ready flower wall on a perfectly manicured English lawn, and enjoy a PIMM’S in hand.

PIMM’S fans will also be able to enjoy the British favourite in ice pop form, with PIMM’S POPS being available on site alongside the traditional PIMM’S No.1 drink, served in both classic and Spritz form.

Lizzy Forster, Senior Brand Manager, Europe at PIMM’S, says: “If there are two things that we love during the summer, it’s watching sport with a PIMM’S in hand. For those who couldn’t be courtside at Wimbledon this year, The Pimm’s Garden will serve up all the tennis action alongside the best of summer sport – or is just the perfect spot to relax in the sun.  It’s PIMM’S O’Clock all summer long!”

The Pimm’s Garden is located at Flat Iron Square, 64 Southwark St, London SE1 1RU.  It is free to enter throughout the summer, and will be available on a first come, first served basis.

The PIMM’S menu includes:

• PIMM’S No.1 – a mix of PIMM’S No.1 Cup topped up with lemonade and a garnish of strawberries, orange, cucumber and a sprig of mint
• PIMM’S Spritz – PIMM’S No.1, lemonade and a splash of sparkling wine
• PIMM’S No.6 (Vodka Cup) with botanical tonic or citrus tonic
• PIMM’S POPS ice pops

The Pimm’s Garden is  open until the 31^st August at Flat Iron Square, SE1 1RU.

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The All England Lawn Tennis Club (AELTC) has launched a new Wimbledon Arrivals out of home (OOH) campaign, developed by creative agency Space that demonstrates how the world-famous tournament respects its past whilst embracing its future.

“The Story Continues” campaign runs throughout The Championships and links historic moments in the tournament with era defining events, such as the introduction of colour TV and the last British men’s Wimbledon champion. The work builds on the recent global film, created by McCann London.

The OOH campaign, which welcomes thousands of tennis fans to SW19 and builds their sense of anticipation and excitement for the day ahead, includes takeovers of the Southfields and Wimbledon train stations as well as the famous Wimbledon queue. Thirty touchpoints are covered with a variety of imaginative outdoor formats conveying the message, including 6 sheets, canopies, stairwells, directional signage, arches and selfie panorama walls.

The Wimbledon Queue will feature extensive imagery relaying 10 iconic Wimbledon stories that demonstrate how The Championships never stand still, on court or off. A massive 37m poster will also adorn the side of Court 12.

Creative treatments include Fred Perry, the last British men’s champion before Andy Murray, and posing the question “Will there ever be another?”, as well as such future facing innovations as Wimbledon being the first UK TV colour broadcast, right up to the closing roof on No.1 Court – one of the AELTC’s most ambitious engineering projects, which was finished this year.

James Ralley, Head of Marketing and Commercial at AELTC, said: “Wimbledon has had 150 years of amazing history which we are always eager to share with our guests. This year’s Arrival campaign is a reminder of the fact that as much as we cherish the past, the AELTC has always looked to the future, and we hope that this will serve us well for the next 150 years. As one of the world’s most iconic sporting tournaments, we will continue to be part of an unfolding story for years to come.”

David Atkinson, Managing Partner at Agency Space, said: “People see Wimbledon as a constant, quintessential English summer sporting event. While that is true, it has also evolved both as an event and as a mirror to society, which is what this year’s campaign represents. The tournament has always tried to preserve the best of the past, while constantly striving to improve and introduce innovation. As this is Space’s ninth Wimbledon Arrivals campaign, that is a message that we take to heart as we look to refresh what we do each year. In reflecting some amazing moments, we want people to get goose bumps when they’re at Wimbledon, capturing the feeling that anything can happen, and they can be witnesses to history.”

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For the duration of The Wimbledon Championships, Official Car Partner, Jaguar, will be hosting a dedicated Wimbledon pop-up at Westfield London, Shepherd’s Bush, where members of the public can pull up a deck chair or relax into a bean bag and soak up the atmosphere of watching the greatest tournament in tennis, live on the big screen.

Whilst visiting the pop-up, members of the public can have a go at playing the Jaguar Ace Pace Wimbledon Edition app in the purpose-built Wimbledon Centre Court experience and be in with a chance of winning a pair of tickets to Wimbledon for the following day. The zone is free for all members of the public for the duration of the Wimbledon fortnight.

Also onsite, will be a fleet of Jaguar’s latest Pace series including the ‘World Car of the Year’, fully electric, I-Pace, F-Pace and E-Pace models which will be available for test drive bookings.

As for food and drink, as well as the area’s many bars and restaurants, fellow Wimbledon partners Pimms, Lanson and Häagen Dazs will all be available on site for those engaging with the app which is available for download now on the App Store and Google Play.

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Britvic is helping retailers drive sales this summer with a new on-pack promotion across its Robinsons Refresh’d range. With promotional packs rolling out now until mid-June, shoppers will have the chance to win exciting Wimbledon experiences – from branded towels, to VIP tickets to a tennis match during the tournament. Celebrating the brand’s 84 year association with Wimbledon, Robinsons is also running a £3m campaign over the summer months, which includes in-store, radio and social media activations.

Running across all three flavours in the range – Raspberry and Apple, Orange and Passionfruit, and Apple and Kiwi – shoppers need to scan the QR code on-pack for the chance to win. They will then be asked to answer one question and those supplying the correct answer will be added to the weekly prize draw.

Phil Sanders, GB Commercial Director at Britvic, said: “Robinsons Refresh’d is perfectly placed to help retailers drive summer sales, from its naturally sourced ingredients and the addition of real fruit, to its handy on the go format. The addition of an on-pack promotion and inclusion in our Wimbledon activity will keep the brand top of mind throughout the season. We know that sales of Robinsons do spike during the tournament, so our brand partnership is very effective and we look forward to helping reward shoppers with some fantastic prizes while driving sales for retailers.”

The on-pack promotion will be on standard and price-marked 500ml bottles, with prize draws running until the end of July.

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Robinsons, the leading GB squash brand, is returning to Wimbledon as the official soft drink sponsor and taste of The Championships for the 83^rd consecutive year.

This year, Robinsons will support Wimbledon with a £1m marketing campaign, including limited edition merchandise and packs, sampling activity, social media support and a Robinsons pop up café, to drive even further brand exposure throughout The Championships.

With sustainability front of mind, to help reduce the amount of plastic at The Championships, which receives nearly 500,000 attendees and serves close to a million drinks each year, Britvic has introduced new Robinsons personalised reusable drinks bottles. Visitors will be able to purchase the personalised bottle for £7, or just £5 if they return an empty bottle of Refresh’d for recycling to Robinsons’ Play Tennis Café.

Kevin McNair, GB Marketing Director, Britvic says: “Providing consumers with reusable drinks bottles at Wimbledon is part of our ongoing commitment to tackling plastic pollution. We are proud of the fact that all Robinsons PET plastic bottles are fully recyclable in the UK, with 99% of local authorities collecting PET at the kerbside. Plus Robinsons, due to the fact it’s a concentrated drink, uses less plastic per serving compared to many other soft drinks.”

To help fans stay refreshed, Robinsons will also be offering free samples of Refresh’d to consumers in the queue and encouraging visitors to fill their reusable bottles, paper cups or own bottles up for free with their brand-new Fruit Creations range.

Robinsons Squash’d packs have also been given a makeover with a limited-edition Wimbledon pack design.

A supporting social media competition is being run around The Championships, with four pairs of ‘money can’t buy’ VIP tickets and 100 reusable drink bottles prizes given away per week for four weeks, up until July 5^th. To be in with a chance of winning, consumers have to create and name a new Fruit Creations flavour.

The Robinsons partnership with Wimbledon, one of the most quintessentially British relationships in history, was born in 1935 when Robinsons’ original Lemon Barley Water was first served at Wimbledon to refresh players during breaks. Since then, Robinsons has sponsored The Championships annually.

From its beginnings as a one flavour brand, Robinsons now has six ranges in its portfolio, having launched Robinsons Fruit Creations earlier this year and Robinsons Refresh’d in 2017, which was named as the No.1 soft drinks NPD launch of 2017.

The Robinsons brand is owned by Britvic.

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In 2018, Häagen-Dazs is returning to the All England Club as the Official Ice Cream of The Championships, Wimbledon, for the third year running. This year, in a celebration of brand ambassador Grigor Dimitrov’s favourite ice cream flavour, Cookies & Cream, the brand is challenging the classic champion Strawberries & Cream to a battle to find out which will be the No.1 flavour of the summer.

The “Let’s Play” campaign, devised by London-based creative agency Space, aims to highlight the fun, playful characteristics of both the brand and Dimitrov by introducing his favourite flavour, Cookies & Cream as the disruptive new challenger to the traditional favourite ‘champion’ Strawberries & Cream.

To mark the collaboration, the brand is introducing his all-time favourite flavour, Cookies & Cream, on a limited-edition stick bar designed by Grigor himself. This will be launched exclusively for Wimbledon to further drive buzz and rival Strawberries & Cream head-on for the duration to become the must-have accessory of The Championships.

Grigor Dimitrov, global ambassador for Häagen-Dazs, says: “I’ve been a Häagen-Dazs Cookies & Cream guy all my life, so when my favourite ice cream brand asked me what flavour I wanted as my limited-edition for my favourite tournament, the answer was obvious as it’s the one flavour I can’t live without. I’m thrilled to be the creator of the flavour challenge for this summer’s #letsplay campaign and had a great time collaborating on my limited-edition which I hope everyone will get to enjoy during The Championships. I love Wimbledon and all its traditions, but this time, I am hoping to start a new one with my Cookies & Cream.’’

The campaign will be activated across a series of content films, placed through Facebook, YouTube and Instagram, as well as out of home and in-store across all major supermarkets with money-can’t-buy experiences.

The ‘Champion vs Challenger’ campaign will also be brought to life on-site at the Häagen-Dazs parlour at The Championships with a face-off between Wimbledon’s favourite strawberries and cream-inspired ‘Champion’ recipe and Grigor’s favourite cookies and cream inspired ‘Challenger’ recipe.

In the build-up to The Championships, Wimbledon, the brand will also be activating the ‘Champion vs Challenger’ series around LTA events, including The Queen’s Club featuring fan engagements with Grigor himself and the Women’s Tennis Association’s (WTA) Tennis On The Thames event at Bernie Spain Gardens on London’s Southbank, at the foot of the OXO Tower.

Here, the brand will bring the #LetsPlay campaign creative to life for consumers in the form of an epic ‘Champion vs Challenger’ piñata game, in which consumers will be invited to participate, with free ice cream sampling happening all day on Thursday 28th June. Fans will also have the chance to challenge a secret women’s tennis star, who is a huge Häagen-Dazs fan herself and join in the flavour challenge.

Arjoon Bose, Head of Marketing at Häagen-Dazs, says: “We are thrilled to be launching our third Häagen-Dazs summer as Official Ice Cream of The Championships, Wimbledon. This year, however, we wanted to be more disruptive and playful, taking a cue from our very own super fan and ambassador Grigor Dimitrov who really germinated the idea for this unexpected flavour challenge, to create what we believe is our most engaging Wimbledon campaign to date. Grigor is a major challenger for Wimbledon himself and backing #TeamCookies which is certainly raising the stakes. But with our Strawberries & Cream keeping the bar high from last year, can Grigor’s favourite live up to the challenge and convince the nation? You decide!”

David Atkinson, Managing Director at Space, adds: “Space is proud to bring to life the collaboration between Häagen-Dazs and Grigor Dimitrov to celebrate some of the brand’s classic flavours during this grass court season. We’d like tennis fans and ice cream lovers to try both flavours and declare support for their favourite. So often ambassadors have only a tenuous link with the brand that they support, and it’s been refreshing to work with someone like Grigor who is sincerely passionate about his love for Häagen-Dazs.”

The campaign forms part of a £1million marketing investment, which includes out of home, TV, PR and social.

Häagen-Dazs is the Official Ice Cream of The Championships, Wimbledon, and British Tennis. The brand is owned by General Mills, which also owns a portfolio of dynamic market-leading brands including Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

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evian has teamed up with specialist content agency MEC Wavemaker to appeal to the inquisitive streak in Wimbledon fans’ with the return of the award winning #wimblewatch campaign, which this year watches people reacting to the action and packages the results into a daily three-minute film.

Viewers of #wimblewatch will also have the chance to win VIP Wimbledon tickets by taking part in the Celebrity Match Point competition. After each episode, viewers can vote via social media on who they think will win a table tennis challenge between evian’s celebrity pairings.

Featuring celebrities and sports personalities (including Lee Mack, Laura Whitmore, Russell Kane, Rebecca Adlington, David Haye, Pat Cash and Greg Rusedski), each #wimblewatch episode will capture evian’s Live Young spirit by showcasing those spontaneous moments that create the most gripping on- and off-court drama each day.

The films will be released at 11.00am each day, in line with digital viewing habits and just in time for morning coffee. #wimblewatch can be seen at wimblewatch.com and will be co-promoted on Wimbledon and evian’s social channels.

The shows will run daily throughout Wimbledon fortnight, 28^th June to 10^th July, appealing to young professionals with a keen interest in healthy lifestyle, celebrity culture and fashion.

Last year’s #wimblewatch, which won ‘Best use of Digital’ at the European Sponsorship Association awards, earned evian the accolade of being the most

talked-about Wimbledon sponsor on social media, with 4.56 million video views and 6,700 hashtag mentions.

 Hugh Ayling, Brand Manager for evian, says: “From star spotting in the crowd, fashion triumphs, through to those unexpected moments like when David Beckham effortlessly caught the ball whilst in the royal box – #wimblewatch captures these shareable moments and publishes them online in the form of a daily content series to bring the nation closer to the all of the action at SW19.”

MEC Wavemaker Account Director Louise Cornish says: “To cut through in an increasingly competitive environment, #wimblewatch is designed to get people talking about the evian brand and make it part of the Wimbledon cultural conversation from the start.”

Launched in April 2016 and part of WPP, MEC Wavemaker creates content that measurably improves a brand’s performance, bringing together expertise in Sport & Entertainment partnerships, content strategy, social, SEO and creative services whilst working collaboratively with clients and MEC Communications Planning teams.

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Häagen-Dazs has been named the Official Ice Cream of The Wimbledon Championships after signing a five-year deal with the Lawn Tennis Association, the tournament’s organisers.

The General Mills-owned luxury ice cream brand will be supporting the partnership with a £2.5m UK-wide 360° marketing campaign, including social and digital activity, high-impact print and outdoor advertising, in-store shopper activation plus promotional packs with the official Wimbledon logo on front-of-pack.

The partnership will also see the full range of Häagen-Dazs being sold at Wimbledon as the event’s exclusive ice cream brand, from branded scooping parlours located right by Court No.1 and Centre Court, as well as ice cream kiosks selling stick bars and mini cups.

Nearly 500,000 spectators are expected to attend the championships.

Building on the momentum and premium heritage of the tournament as well as supporting its recent stick bar launch, Häagen-Dazs will be kick-starting its new role by launching a new limited edition Strawberries & Cream stick bar, to be sold exclusively at this year’s event.

Arjoon Bose, Northern Europe Marketing Manager for Häagen-Dazs, says: “Wimbledon is a strong fit for our overall strategy to increase brand saliency and elevate our iconic equity.  Awareness is going to be very high this summer and this gives us the perfect opportunity to excite and attract new shoppers, and ultimately cement Häagen-Dazs’ position as the go-to luxury ice cream brand.

General Mills UK & Ireland owns a portfolio of market leading brands including Fibre One, Häagen-Dazs, Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

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Britvic has collaborated with M/Six and Kinetic, global leader in planning and buying out-of-home (OOH) media, for a Robinson’s campaign to transform the area around Waterloo station into a tennis-themed display to mark the upcoming Wimbledon tournament.

The campaign, reminiscent of Robinson’s 1988 ‘Anything else just isn’t tennis’ advertisement, is running until July 18. The ads will be displayed across Primesight’s Waterloo domination sites and will include a special-build installation devised by Kinetic Active, featuring a replica tennis net and a line machine previously used at Wimbledon. The mini replica was designed by integrated agency iris.

It is understood that there will also be sampling and experiential activity in and around the station.

Wimbledon first partnered with Robinson’s 80 years ago, launching its iconic Lemon Barley Water at the 1935 championships. Since then, Robinson’s has become synonymous with what is one of the most iconic British sporting events, with 2016 marking the launch of new squash’d flavours.

Sarah Norcup, Creative Development Executive at Kinetic, said: “Working with Robinson’s provided us with the opportunity to create a memorable campaign, celebrating one of our nation’s most loved sports. It’s always exciting when we work with a heritage brand like Robinson’s, as the scope to fuse heritage with cutting edge creative advances creates the groundwork for a truly unique OOH experience.”

Nadine Campbell, Business Director at M/Six said: “This year we wanted to really amplify Britvic’s sponsorship for Wimbledon, with a significant, dramatic OOH presence. So we worked closely with Kinetic to create the Waterloo Domination campaign, delivering real impact and awareness, in one of London’s busiest commuter routes. The highlight of this is definitely our largest billboard, outside the station entrance, which is a mini replica of a Wimbledon pitch, designed by iris.”

Toby Fairlamb, Account Director, Primesight, commented: “We see Waterloo as the gateway for supporters to get to and from the famous tennis tournament and the Domination is the perfect platform to engage fans. According to Route, the Domination delivers over 9 million impacts across a two week period and we are sure that the first ever special build on this unavoidable site will generate even greater levels of impact and interest from consumers.”

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