With the launch of its new cherry flavour, Vimto has relaunched its ‘Seriously Mixed Up Fruit’ advertising campaign, including its cherry twin characters, Les Cherries.
The campaign, running on national TV and online during internet replays of programmes which appeal to the brand’s teen target audience, including Glee and Big Brother, while the flavour will also sponsor ‘The Big Top 40’ chart show, syndicated across 145 commercial radio stations in the UK.
The Drum understands that viral gaming agency Matmi has also produced a microsite featuring the new characters as part of the digital programme which includes new branded ‘advergames’ and social media content.
The 'Seriously Mixed up Fruit' campaign was introduced last year by the brand, with Driven handling the TV creative.
Emma Hunt, senior brand manager, said: "Vimto has had a fantastic year, growing by +28%. To ensure this continues we're increasing our marketing investment by 20% to drive awareness and trial of Vimto and new Cherry Vimto over the crucial summer trading period.
"Our strong multimedia programme will ensure we reach our target teen audience across the UK and this together with the brand's excellent growth this year should give retailers the confidence to stock the Vimto range."