Social media will become the focus of Vimto's marketing campaign for the first time this summer when owner Nichols pours £6.5m into a push for its flagship soft drink brand. The company said the push, the second under the 'Seriously Mixed Up Fruit' strap, was designed to engage Vimto's core teenage audience. The social media activity kicks off this month and will be supported with TV, press and radio adverts for the duration of the summer.