Vimto goes bigger and better with latest campaign

  • Following record sales of Vimto in 2018 (it jumped a staggering £10m in brand value in 12 months), Vimto is building on its success this year with a £3.5million investment
  • Vimto will ensure it is visible to its teen audience for the rest of the year through radio, events, TV, VOD, cinema and social activity

Vimto is investing £3.5million in a marketing campaign which promises to be the brand’s biggest and best yet. An evolution of the 2018 ‘I See Vimto in You’, the new activity will ensure an always on approach throughout the year.

The extension of ‘I See Vimto in You’ sees the return of the disruptive creative celebrating the distinctive flavour of the refreshingly different soft drink. The 2019 activity includes personalised advertising for VOD and cinema, as well as a TV advert which premiered during ITV’s Love Island and brand-new radio ads. In addition, the brand will continue to build on its social and digital presence throughout the year.

Sales of Vimto are currently at their highest ever, with one in four households now buying it. Worth £89million in value and significantly outperforming the category with sales growth of +14.6%[1], Vimto is now the UK’s 10th most chosen beverage brand according to Kantar[2].

Becky Unwin, Senior Brand Manager, Vimto, says: “We’re incredibly proud of the ‘I See Vimto in You’ creative idea and execution, especially how it successfully repositioned the brand with our 16-19 target audience.

“Our 2018 campaign saw record breaking results, with engagement levels more than double the industry standard and brand advocacy growing by +9%[3]. The 2019 extension will drive the campaign further and explore new channels. We’re ensuring an always on approach too, just like our teen audience.”

Vimto is also bringing the campaign to life in store through engaging POS, where consumers can win a range of prizes, from a month’s supply of Vimto to an iPhone XR.

Retailers are urged to stock up on all formats of Vimto, as it is growing in all segments, including squash, carbonates and RTD juices.

[1] Nielsen Total Coverage MAT 23.03.19

[2] Kantar WPO – Brand Footprint Report May ‘19

[3] Nielsen Total Coverage MAT 23.03.19