Vimto has celebrated its 110th birthday with sales growth of 12.5% and a £10m jump in brand value since the start of 2018.
The brand attributes a lot of its success to the recent ‘I See Vimto in You’ campaign. Engagement levels for the campaign were more than double the industry standard, with brand advocacy also growing by 9%.
Campaign tracking showed 81% of teenagers liked the advert. It also drove perceptions of Vimto as a playful and cool brand upwards with shifts of 8% and 7% respectively. Over a quarter (27%) of teens said they would be more likely to buy Vimto products after seeing the advert.
This has been reflected at the tills, with Vimto sales at their highest ever. One in four households now buy Vimto and the brand is worth almost £86m.
Emma Hunt, Head of Marketing for Vimto, said: “The campaign and sales results speak for themselves and we’re incredibly proud of the ‘I See Vimto in You’ creative idea and execution.
“It’s such an exciting time for Vimto – we’ve firmly established the brand as disruptive and refreshingly different, which has a place in the lives of our target audience of 16-19-year olds.”
