MARKETING MUSCLE

A round-up of the latest campaigns

Pimm's

Pimm's is to receive its first national

advertising campaign as Diageo ploughs £3.5m into the summer favourite.

The investment - up 77% on last year -

will be spent over a four-month period to

capitalise on the hot weather as Diageo looks to beat the 13% growth the brand achieved last year compared to the

year before.

A new TV campaign, featuring Harry, the brand's ambassador, will hit screens on 24 May as he interviews consumers across the country making the most of the sunshine.

For the first time, the adverts will be seen across the

country on

satellite TV

channels,

although the

bulk of the

advertising will focus on the brand's south-east heartland.

Kumala

Constellation Europe is pumping £5m into a campaign for South African wine Kumala. The activity behind the label is the first since Constellation bought the brand last year.

The strapline "Let the Adventure Begin" will spearhead the push that includes a 12-month radio sponsorship with Heart FM, extensive press ads, plus the chance for one customer to win a holiday voucher worth £2,000 by spotting Kumala-branded taxis in London.

Press adverts will run in titles including The Evening Standard, Metro and Time Out, with a creative focus on images of African animals and plants to emphasise Kumala's South African heritage.

Young's

Wells & Young's is putting £2m into its first support package for Young's Bitter since the company formed last year.

Previous advertising for the brew has focused on the ram in recognition of London's Wandsworth Ram Brewery where the beer was made.

Although the ram will still feature in the advertising, the focus of the poster

campaign will be the beer rather than Young's heritage. Posters will be displayed at train and tube stations and beside roads into the capital.

From September, Wells & Young's has pledged to increase the push, rolling it out further geographically and extending its support to pubs.