Vimto Soft Drinks is set to launch its biggest ever marketing campaign. Driven from extensive consumer and customer research, the £4m campaign incorporates a packaging redesign across Vimto’s portfolio and new nationwide advertising.
Vimto’s packaging is being redesigned with a single identity across all SKUs intended to communicate its fun and quirky personality and deliver greater on-shelf presence.
The new advertising campaign moves away from the Purple Ronnie character, which has served the brand for seven years, and introduces “Shlurple the Purple” featuring facial contortions of Vimto drinkers.
The national campaign launches this month.
A consumer magazine campaign is also being planned with a cinema campaign launching to coincide with the children’s summer holiday blockbuster season.
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