Vimto has ditched its amphibian brand ambassador of four years, Vimtoad, in favour of a new “anti-advertising” advertising campaign.
‘I See Vimto in You’ aims to reposition the soft drinks brand with its target audience of 15-19 year olds through an advert which the brand says is “engaging, disruptive and taps into the teen desire to be themselves in a world of constraints”.
It even goes as far as to suggest viewers should close their eyes rather than watch the advert, which may not be bad advice.
Vimto’s Head of Marketing, Emma Hunt, explained: “The approach is refreshingly different, just like Vimto. We want the ‘I See Vimto in You’ campaign to be a celebration of individuality and catalyst for fun, encouraging teens to be themselves and take enjoyment from the everyday – like they do when they drink Vimto.”
Launching on June 4 and running throughout summer, Vimto hopes the campaign will help it rise to a record brand value, which currently sits at £78m. The brand is in one out of every five UK households and is currently outperforming the Soft Drinks category, growing at 6.0% year-on-year.
Commenting on the demise of the brand’s warty juice peddler, Hunt added: “The Vimtoad has successfully helped us to deliver the message that Vimto is a multi-fruit soft drink. Under his watch, we’ve seen Vimto rise to its highest levels of brand awareness, but now it’s time to appeal to our core target audience in an innovative and contemporary way.”
‘I see Vimto in You’ is supported by a £3m national multi-media campaign, which will reach over three million teens across the country. Aside from the TV ad, activity includes cinema and video-on-demand, as well as sampling, a social influencer programme, a Snapchat lens and a partnership with Unilad.
