Vimto has announced its brand value has jumped a staggering £1.8million in the latest data period to 14/7/18, reaching a record high of £81million.
The monumental jump comes during the brand’s largest and most disruptive advertising campaign to date – ‘I See Vimto in You’. Also coinciding with Vimto’s 110th anniversary, the impressive figures follow a decade of consecutive growth at +6% YOY. Hugely popular in the North West, Vimto can now be found in 1 in 2 households and is growing at pace nationally.
Vimto has invested £3million into ‘I See Vimto in You’, aiming to reposition the brand with 15-19-year-olds. With a month still to go, the clever anti-advertising has already been viewed more than 35 million times by people aged 16-24, proving its success in reaching the brand’s target teen audience.
The highly targeted campaign has been activated in two phases. To kick it off, Vimto launched its new TV advert during the first episode of Love Island 2018 – ITV2’s most watched show ever, with 1.5m 16-34-year-olds tuning in. The brand also reached young audiences through a Snapchat lens takeover, which garnered a formidable 6.2m impressions and more than 240k shares.
Phase two saw ground-breaking sampling activation in London throughout July. Reflecting the anti-advertising theme of the TV, digital and social adverts, the mysterious booths intrigued passers-by to break the rules with ‘DO NOT ENTER’ signs. Only those who revealed their inner Vimto spirit and entered were rewarded with the refreshingly different taste of Vimto.
The campaign was also extended with a longer, 60-second version of the TV ad (watch it for yourself here: https://www.youtube.com/watch?v=goRx7p5OtW4) and industry firsts with personalised Video on Demand (VOD), and cinema advertising.
Emma Hunt, head of marketing, says: “We expected to reach a record brand value through ‘I See Vimto in You’, and we’re delighted to have seen one of the biggest jumps in the brand’s history, all before the campaign has even ended. We are thrilled that we continue to smash industry benchmarks* on our digital advertising, combined with excellent consumer responses across our social platforms.
“It’s such an exciting time for Vimto – there’s a lot to shout about and we’re confident we’ll reach many more brand value milestones in the near future.”
Thanks to the incredible brand growth and impressive reach of the ‘I See Vimto in You’ campaign, retailers and foodservice operators are being encouraged to stock up on Vimto now to meet increased demand.