June 30, 2017
Taylor Herring help deliver Pimm’s most inventive serve yet….
Match point at Wimbledon, but your glass is empty? Fear not!
Pimm’s have created the perfect way for fans to serve up a fresh glass of the quintessential summertime drink without missing a second of The Tournament.
The ‘Pimmbledon Machine’, devised by Pimm’s creative agency Taylor Herring, can serve up a delicious jug of Pimm’s in just 56 seconds. The contraption was inspired by the ever-popular Rube Goldberg style of engineering, in which a deliberately complex mechanism is formed by a series of devices to perform a simple task.
The remarkable machine features all the ingredients needed to deliver a Perfect Pimm’s, and took a team of six artists and engineers over 300 hours to build.
Components of the ‘Pimmbledon’ machine are triggered by a clock chiming ‘Pimm’s O’Clock’, which in turn releases a tennis ball into motion before balloons, tennis racquets, a ball machine, garden shears and an umbrella all play their part in delivering strawberries, cucumber and mint into a trolley-powered jug.
Elly Martin, Pimm’s Senior Brand Manager, Europe, says: “Wimbledon is the highlight of the British sporting summer, with the fantastic tennis action keeping the nation on the edge of their seats – and now the ‘Pimmbledon Machine’ is the perfect way to make sure you don’t miss a shot! We are incredibly proud to be an official partner of The Championships, and what better way to celebrate than serving up the perfect Pimm’s!”
James Ralley, Head of Commercial and Marketing, AELTC, says: “Like the players themselves, the perfect serve always requires the right equipment – and the Pimmbledon Machine shows what could be achieved during that 90-second break in play during end changes, with a little British ingenuity!”
Pimm’s has long been the tipple of the nation’s favourite tennis tournament, and alongside this mesmeric contraption, the summer drink celebrates as an official partner of The Championships with a programme of brand activations.
Pimm’s will stage events to support the much-loved competition, including a tennis takeover of the Selfridges Roof Deck and a Wimbledon Menu at The Ivy Café (Wimbledon Village) featuring an exclusive ‘Pimmbledon’ cocktail.
Pop-up Pimm’s bars have been deployed to numerous pub gardens across London and the South East this summer, to bring a further touch of style to fans’ Pimm’s O’Clock.
More than 280,000 glasses of Pimm’s were enjoyed throughout The Championships’ Fortnight last summer.
For those heading to Wimbledon, they will be able to enjoy the classic Pimm’s No.1 Cup in the Grounds, available from the beautiful ‘Pimm’s on the Hill’ bar, designed in a quintessentially British summer style true to both Pimm’s and Wimbledon, alongside the newly styled Pimm’s at the Long Bar. In addition, the Pimm’s No.6 Vodka Cup will be served exclusively in Debenture areas and the restaurants, alongside the traditional No.1 Cup.