Following the successful launch of its Remix subbrand, Vimto is set to kick off a multi-channel marketing campaign to drive national awareness of both its No Added Sugar (NAS) Original Vimto and Vimto Remix variants this summer.
Launching on 4th June, the initiative sees the return of the brand’s popular mascot, the Vimtoad. But there’s a new toad in town: the Mixtoad, representing the new Vimto Remix flavour.
Delivering the brand’s Seriously Mixed Up Fruit positioning, the two appear in an animated clip in which they are pitted against each other in a ‘Toad Off’ style fruit fight, competing for which flavour is best: the original combination of grapes, raspberries and blackcurrants or the NAS Remix version containing mangos, strawberries, and pineapples.
The campaign targets teens across the UK in cinemas, through video on demand such as All4, ITV Hub, Sky, MTV and YouTube, social media on Facebook, Instagram and Snapchat, on mobile, and via a branded lens on Snapchat. Retailers can also take advantage of engaging POS materials, communicating the opportunity for shoppers to win an iPad Air 2 every week, to create in-store appeal and drive sales. The activity runs until 19th August.
To create the animated video at the heart of the campaign, Vimto has teamed up creative agency Driven, multi award-winning studio Aardman and director Will Studd. The track on the commercial is ‘Do you really wanna do this’ created by Box Bottom featuring Dubble A Stars and Nat Jay.
Vicky Marsden, Senior Brand Manager at Vimto, comments: “Our campaign is designed to engage and entertain teens to maximise awareness of both Original Vimto and Vimto Remix.
Both variants continue to outperform the soft drinks category: Vimto is the fastest growing Still RTD and Squash brand, growing 22 times and seven times faster than the category respectively, whilst Vimto Remix has added £800,000 to the category in just three months.”