Vimto Soft Drinks is ditching its ‘Shlurple the Purple’ strapline and launching a pouch variant as part of a strategy to capture a bigger slice of the teen market.
A £5m marketing push kicks off in June with TV advertising around programmes popular with 14 to 16-year-olds, including Big Brother and Harry Hill’s TV Burp. It will feature the new strapline ‘Vimto seriously mixed up fruit’, which would help the brand reach teenagers while still appealing to younger children, said Neil Gibson, head of marketing at Vimto.
The 250ml resealable pouch variant will start rolling out to the independent trade in May and could become available to the multiples if it takes off in this sector.
Last year, Vimto’s sales were up 6.3% to £35.5m [Nielsen MAT 24 January 2009] and Gibson predicted sales would grow 10% this year on the back of the new activity.
A £5m marketing push kicks off in June with TV advertising around programmes popular with 14 to 16-year-olds, including Big Brother and Harry Hill’s TV Burp. It will feature the new strapline ‘Vimto seriously mixed up fruit’, which would help the brand reach teenagers while still appealing to younger children, said Neil Gibson, head of marketing at Vimto.
The 250ml resealable pouch variant will start rolling out to the independent trade in May and could become available to the multiples if it takes off in this sector.
Last year, Vimto’s sales were up 6.3% to £35.5m [Nielsen MAT 24 January 2009] and Gibson predicted sales would grow 10% this year on the back of the new activity.
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