Purple Ronnie has been ditched as the face of Vimto’s ad campaign after seven years, as research by the brand found that he lacked appeal among non-Vimto drinkers.
Replacing Ronnie is an ad campaign called Shlurple the Purple, aimed at encouraging drinkers to rediscover the child within and consume the drink in a fun manner.
The campaign is being backed by £4m, Vimto’s biggest marketing spend to date.