Driven has created three new radio ads to promote the launch of new Cherry Vimto. Listen to them here before they break this weekend.
The ads will be used during the brand’s sponsorship of The Big Top 40, the UK’s national chart show, this Sunday (23rd May).
They are based on Vimto's existing 'Seriously Mixed Up Fruit' campaign and star 'Les Cherries', two hot French twins who are determined to get squished together.
Les Cherries phone up The Big Top 40 backroom staff and arrange to be squashed under various items of studio equipment like a “rack” of old CDs and “Booby’s” big sound desk.
In the final ad, which will be played after the number one single is announced, Les Cherries take over the studio and orchestrate a giant squishing with their friends, Grape, Raspberry and Blackcurrant.
Vimto's James Nichols said: “We’re delighted to be involved with the Big Top 40 and these ads really bring the sponsorship to life. It’s great that we are able to extend the Seriously Mixed Up Fruit idea for this launch."
The soft drinks brand claims the Seriously Mixed Up Fruit campaign has helped drive its brand value up by "over 30% in the last 12 months".
To hear the radio ads click the links below.