Vimto introduces new Vimtoad character in £6.5m campaign from Driven

Vimto has invested £6.5m in its latest advertising campaign driven by a new branded character ‘Vimtoad’, as the drinks brand looks to appeal to teens and mums.

Lead by a 30 second TV ad produced by Aardman Animations, the campaign, created by Driven, will see Vimtoad encourage shoppers to try something different to their usual soft drink.

Voiced by stand up comedian Justin Moorhouse, the ad sees the Vimtoad leap into a shopper’s trolley, sticking out his tongue, before she agrees to try a glass of Vimto.

Viewers are prompted to follow the #Vimtoad before the commercial ends with the brand’s existing “Seriously Mixed Up Fruit” endline.

“The campaign idea is even more seriously mixed up than before and is intended to appeal to both mums and teenagers. It works across multiple touch-points to engage and entertain – we’re excited about its potential to drive growth,” said Emma Hunt, marketing manager of Vimto.

A Vimtoad Twitter account and dedicated app also form part of the campaign.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.