Vimto embarks on its ‘Seriously Mixed Up Fruit’ summer marketing campaign from the end of May to reach 95% of teens in the UK. The brand has worked with major figures in film, media and animation to create the campaign, which includes a mix of radio, online, consumer sampling, trade press and TV.
Vimto Soft Drinks has tripled its investment in digital media within the Vimto summer campaign, which signals a significant step up in social media engagement to develop a hub for its teenage fan base.
Vimto’s 200,000 Facebook fans will gain exclusive access to competitions, promotions and be rewarded with first sight of elements of the campaign, including its new TV advert, which is the second execution under the Seriously Mixed Up Fruit strapline.
Additionally, Vimto has created a partnership with MTV to develop an online advert for the music station’s website. The 40-second radio adverts will feature on stations with a high teenage listenership, including Galaxy, Smash Hits and the Big Top 40, as well as digital music streaming service Spotify.
Vimto has already started to advertise its campaign to the trade, with teaser adverts using a blockbuster film theme, and retailers will be targeted from June in a nationwide direct mail campaign to receive a DVD, with the new advert and specially created ‘behind the scenes’ content.
Source: Vimto Soft Drinks
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