Vimto to launch multi-million marketing drive

Vimto is set to return to TV screens as it launches a multi-million pound marketing campaign this summer with the aim of promoting the brand towards teens.

The campaign will see the ‘lowrider’ TV ad, created by driven with animation by The Mill, revamped to reveal the brand’s raspberry character.

The TV ad will launch from 3 June, and will be supported by social media, sampling, money-off coupons, promotions, and in-store POS. It will also be advertised on sites such as MTV and music-sharing sites.

Vimto brand manager, Clare Pritchard, said: “Our summer marketing campaign links up all the different types of media we’re investing in to ensure we reach 90 per cent of teens in the UK, who will see the activity 12 times. It will enable us to build on our Facebook following of over 365,000 fans and continue to engage with them to create year round demand.

“We’re also working with retailers to promote the brand to shoppers to increase the opportunities for purchase.”

The three month campaign will promote new branded entertainment and competitions developed exclusively for its Facebook page.

Vimto has also created a partnership with Sony’s music video website, vevo, which will see advertising on exclusive music video premieres, sponsorship of a ‘Feel Good Summer Tunes’ theme week and a three-day takeover of the ‘What’s Hot’ chart of the most talked about videos on social media.

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