Following the recent launch of its Remix sub-brand, Vimto is set to kick off a multi-channel marketing campaign to drive national awareness of its No Added Sugar (NAS) Original Vimto and Vimto Remix variants this summer.
The initiative will see 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 campaign will target teens across the UK in cinemas, through video on demand such as All4, ITV Hub, Sky, MTV and YouTube, social media advertising on Facebook, Instagram and Snapchat, on mobile, and via a branded lens on Snapchat.
Retailers can also take advantage of POS materials, communicating the opportunity for shoppers to win an iPad Air 2 every week. The activity will run until 19th August.
Vicky Marsden, senior brand manager at Vimto, commented: “Our campaign strategy 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, while Vimto Remix has now added £800,000 to the category in just three months. As the campaign kicks off, we expect the demand to grow even more. Retailers can capitalise on this by stocking up on the Remix and Original range now.”