Vimto has celebrated its 110th birthday with a claimed sales growth of 12.5%, as well as a £10million jump in brand value since the start of 2018.

The company attributes the success to its recent ‘I See Vimto in You’ campaign, with one in four households now buying Vimto according to Emma Hunt, head of marketing at Vimto Soft Drinks.

“The campaign and sales results speak for themselves and we’re incredibly proud of the ‘I See Vimto in You’ creative idea and execution,"said Hunt. "Our target audience has been highly engaged, resulting in 7x higher click rate than the industry norm of 0.85% and 70% higher engagement on our personalised VOD ads.

“It’s such an exciting time for Vimto – we’ve firmly established the brand as disruptive and refreshingly different, and its unique taste is loved by our target audience of 16-19-year olds.”