Vimto launches new ‘anti-advertising’ campaign

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The new ‘I See Vimto in You’ campaign repositions the popular soft drinks brand with its target audience of 15-19 year olds. The advert is engaging, disruptive and taps into the teen desire to be themselves in a world of constraints.

Its anti-advertising approach even goes as far as to suggest viewers should close their eyes rather than watch the advert.

Head of marketing, Emma Hunt, says: “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 the 4 June and running throughout summer, it’s expected the campaign will help Vimto rise to a record brand value, which already sits a staggering £78 million. The brand is in one in five households in the UK and continues to outperform the category, growing at +6.0% YOY.

Hunt adds: “We’ve seen great success with the Vimto brand growing consecutively for the past ten years, and remain ambitious for the future. Our new disruptive campaign looks set to break new ground having never been done before, which is certain to make an impact and drive sales.

“The Vimtoad, who has starred in our campaigns over the past four years, 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 3 million teens across the country.  This will see the Vimto brand back on TV, with the launch spot appearing in Love Island on the 4th June . It will also break new ground with its unique personalised advertising across cinema and VOD, as well as experiential sampling, social influencer programme, a Snapchat lens and partnership with UNILAD.