Vimto: How celebrating the Vimto Spirit has propelled the brand to its highest sales ever

BUSINESS CHALLENGE

To take Vimto from strong regional player to successful national brand, with limited spend in a highly competitive market.

BRAND ROLE

Vimto has always been a bit different, refreshingly so, and we felt that same potential to zig where others zag is in all of us whether we realise it or not: we call this the Vimto Spirit. So, where society pressures us to look and be a certain way, we wanted the brand to take a stand for being true to ‘you’, helping people discover and embrace their own difference, and to nurture it in others…even if that’s no more than a love of Vimto.

COMMS IDEA

Demonstrating the importance of a flexible, overarching comms platform, we have now celebrated the Vimto Spirit in various integrated campaigns targeting very different audiences.

We’ve given an ‘I See Vimto In You’ shout-out to teens wanting reassurance about doing their thing, and encouraged parents to ‘Find Your Different’, whether that’s their own or their kids, celebrating the refreshingly different in every touchpoint. Throughout the campaign we rewarded people who demonstrated this spirit – from those who clicked banners (when told not to) to access unique content, or those who looked when they shouldn’t in our immersive Vimto experience.

RESULTS

With TV delivering ROI more than twice the FMCG norm according to IRI econometrics, Snapchat share rates 72% above norms, and digital engagement 8x industry benchmarks, celebrating the Vimto Spirit has been hugely successful for the brand. Not only did we help Vimto reach its highest sales ever, this was also the brand’s first time over £100m sales, its first appearance in the Grocer Top 100 and, in what was possibly the most rewarding achievement, the first time it had overtaken Ribena to take the no.2 slot in its core squash market.