The exact nature of the new creative is under wraps until the 4 June air date, but it’s believed to involve fruit characters trying to get mixed together.
Emma Hunt, senior brand manager at Vimto, said: “This campaign will engage a new teen audience for Vimto and we’re really excited about unlocking this potential for the brand. The idea of ‘Seriously Mixed Up Fruit’ is based on a core product truth and very much in tune with the audience. It has enabled us to explore a whole host of new creative and media opportunities, while building on the core brand strengths that have helped us to grow three times faster than the market.”
Oscar-winning production company Passion Pictures – the team behind the animations for hit band Gorillaz and the Sony Bravia ‘Play Doh’ rabbits – have produced the ad. The new creative combines live action and animation and will be supported by some breakthrough digital marketing. A number of virals and other initiatives are understood to be in production that will enhance ‘talk-ability’ and excitement around the campaign, driving consumer trial.
The Vimto brand is currently worth £35.5m and is significantly outperforming the market, growing at a rate of 5.8% MAT. The ‘Seriously Mixed Up Fruit’ campaign represents is a 25% increase in the company’s marketing investment from last year.
The activity follows extensive consumer research to help reposition the Vimto brand and to increase relevance to key groups, with teenagers providing the biggest opportunity for growth.
‘Seriously Mixed Up Fruit’, which was launched to trade in March, replaces the previous campaign, ‘Shlurple the Purple”, which had run since 2004.
Source: Vimto Soft Drinks
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