|
Vimto's £5m campaign to take on the teens |
| Print |
|
Email to a friend
|
|
Wednesday, 01 April 2009 |
|
Vimto is investing in a multi-million pound campaign to relaunch the drink to teens and their mums. It comes following independent research commissioned by the company, which suggested that people are bored of traditional soft drinks.
The study also found that teens (14-16 year olds) and their mums dominate the market, but they saw Vimto as a product for younger children. Among the innovations for the North West manufacturer will be new packaging, a 250ml re-sealable pouch is aimed specifically at the “Teen Power” market.
 New look Vimto
The marketing will see advertising through television, radio, mobile and social media.
"Our research revealed that consumers within the ‘Teen Power’ audience had positive associations with Vimto like ‘fun’ and ‘unique’ but they considered it as more of a children’s brand," said Vimto senior brand manager, Emma Hunt.
The aim of the marketing is to ensure that 4 out of every 5 teenagers will see the new ad campaign at least once, with 1 in 3 of under 34 year-olds seeing it 5 or more times.
The new Vimto pouch will be available from 11th May. Something to add? Then leave a comment below or email us now.
Sponsored links:
|
