Palmer’s Summer

Our objective this summer was to reclaim market leadership across the product portfolio, by showcasing the Palmer’s brand in a new dynamic light. The aim was to revitalise interest and maintain loyalty in our core customer base, but also to attract a younger Gen Z demographic to the brand by showcasing the new ‘It’s Thicc’ creative execution through standout media placements and locations.

Whilst a national AV element remained a core pillar of our approach, we wanted to support this with a mixture of high impact, bold and unmissable formats, alongside elements that could give us greater reach and dwell time to reinforce messaging. OOH naturally supported those aims, with the ability to deliver attention, brand recognition and drive engagement with our target audiences.

Hand-painted, anamorphic murals would leap out and capture the attention. City centre mural sites in London and Manchester would reach pedestrians, commuters and shoppers, with a hugely impactful visual asset, that looks and feels premium.

The Murals did not just work in isolation, as reach at these sites is naturally limited. We therefore supported our lead assets with London Underground 16 sheets and Digital Escalator Panels at 15 key Zone 1 & 2 stations, chosen using Global’s Commuter Insights & TFL tap data; as well as Bus T-Sides in central London, using the Gold Package option to secure the most highly sought after and visible routes in the centre of the city, such as Oxford Street.