First look: Vimto's new TV ad by Driven
Watch Vimto's new television advert by Driven, which breaks tonight and starts a £5m marketing push for the soft drinks brand.
The ad, which breaks during Big Brother's launch programme on Channel 4 tonight, introduces a new brand line - 'Seriously Mixed Up Fruit' – and three talking fruit characters – a raspberry, blackcurrant and grape.
Combining live action and animation, the three fruits take a waltzer ride at the fairground and spin faster and faster until they are smashed together to create Vimto.
It is Wilmslow-based Driven's first TV work for the brand since dislodging CheethamBell JWT on the creative account last June, and the first part of an integrated consumer and trade campaign which will run throughout the year.
The ad sets the tone for Vimto's new brand positioning, with the Warrington-based firm choosing to target teenagers and their mums after carrying out consumer research earlier this year.
Emma Hunt, senior brand manager at Vimto, said the advert's theme is “very much in tune” with the intended 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 already helped us grow three times faster than the market,” she said.
Nick Brookes, a partner at Driven, added: “An immense amount of work has taken place over the last twelve months to get us to this point.
“It’s been a great example of how creativity, planning and research should work together to ensure that a brand has a strategy that can run through absolutely everything it does.”
Oscar-winning London production company Passion Pictures – which was behind animations for the band Gorillaz and Sony Bravia's 'Play Doh' rabbits – produced the ad.
It was post-produced at Manchester-based 422, while media was handled by mediaedge:cia.