According to Marketing Magazine, the voice of the U.K. advertising industry, fruit-liqueur brand Pimm’s has entered into a controversial sponsorship deal. In exchange for displaying its logo on all four clock faces of the Houses of Parliament’s Elizabeth Tower (better known as Big Ben), the makers of the popular summertime refreshment will donate “substantial sums” toward the landmark’s restoration.
Londoners awoke to a surprise this morning, after the clock faces were installed overnight by aerial crews:
Says a spokesman: “Pimm’s O’Clock is a national catchphrase, so the opportunity for us to sponsor Britain’s most famous clock was too good to pass up.”
Want to celebrate? We think a Pimm’s Cup would be just the ticket.
Read all the Big Ben sponsorship news from the brand’s PR firm here.