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Driven Smart Vimto

Vimto to launch biggest on-trade campaign

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By The Drum Team, Editorial

March 31, 2009 | 2 min read

Soft drink brand Vimto is to launch its biggest ever on-trade campaign having developed a new strategy for the brand featuring a new-look bottle.

Having commissioned an independent research company, which found consumers were fatigued by traditional soft drink flavours, Vimto will look to capitalise with an alternative offering to the marketplace.

Vimto’s new screw-top 250ml on-trade bottle will replace the previous crown top bottle, to offer ‘more elegant’ packaging.

The new bottle, set to be available to the trade from May 2009, will contain a fizzy variant of Vimto’s original recipe. The brand will also release a re-sealable, foil packed pouch with a twist cap.

Throughout the year, Vimto will engage with its new young target audience in a number of ways to help drive trial within the on-trade.

The company currently works with Driven for its creative strategy and Smarts for its trade PR. Mediaedge:cia handles the company's media buying and planning activity.

Emma Hunt, senior brand manager for Vimto, said: “We’re repositioning the Vimto brand after looking carefully at how our portfolio fitted with today’s consumers.

"We know through our research within the current offerings in the on-trade channel that there is an opportunity to tantalise people with a fruity alternative to the same old choice of orange and cola.

“We are investing £5m in Vimto throughout 2009 through a whole range of innovative activities to drive trial and interest.”

Driven Smart Vimto

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