Vimto adverts target new Indiana Jones movie

Cinemagoers planning to see the latest instalment of the daredevil archaeologist will also be among the first to see Vimto’s return to the big screen as it reveals its new-look advert, which also includes the daredevil antics of the brand’s own schoolboy character - Billy.

The revamped advert, which will also be televised, now features Vimto’s centenary logo on the end frame of the now iconic ‘Dad’s Pants’ storyline. ‘Dad’s Pants’ is the latest in a long line of advertising campaigns created to reflect the brand’s sense of fun throughout its 100-year history.

Vimto has developed its fun and quirky identity since its very first televised commercial in 1956 and, over the years, it has tickled the nation through its campaigns with a little help from well known celebrities of their time including Derek Griffiths, the Roly Polys, John Peel, Angus Deayton and Matt Lucas.

Aimed to be energetic, young hearted and family orientated, the adverts have featured funny scenarios, catchy tunes and memorable slogans.

Distinct characters created to help consumers identify with the brand have included Max the British Bulldog in the 1980s and cheeky Purple Ronnie from the 1990s as well as today’s schoolboy ‘Billy’. A campaign introduced in 2005 introduced the phrase Shlurple the Purple, which is still used today as the official Vimto slogan.

The new-look TV and cinema advert reminds viewers of the adventures of schoolboy 'Billy' who, during a trip to a swimming pool, finds himself in an embarrassing situation when he accidentally packs his Dad's underpants instead of his trunks.

After a shlurple of Vimto, however, Billy has the ingenuity to use the pants as a make-shift parachute as he leaps from the topmost diving board.

Set to an infectious tune, the ad stays true to the quirky values which have set the brand apart among its family audience.

Televised throughout the summer across five regions including Granada, Border, Tyne Tees and Central and nationally via multichannel, the advert will also be featured to trail major family films being screened during the school holiday period.

Vimto’s ‘Shlurple the Purple’ advertising campaign has led to success for the brand and the latest figures place Vimto as one of the fastest growing soft drinks brands in the UK.1

Vimto dilutes have maintained positive growth, particularly in the impulse sector where they have experienced growth of 19% MAT and the brand continues to buck the trend within a stagnant flavoured-carbonate market, with a value increase of 19% MAT.

Vimto also continues to benefit from its sustained programme of investment into the RTD category which has seen the brand outperform competitors with total value sales having increased by 39% MAT.

Emma Hunt, Vimto’s Brand Manager, commented: "With 2008 being Vimto’s centenary year, we have a host of exciting and fun activity planned for the brand. We felt that the return of Indiana Jones was the perfect opportunity to create more excitement and awareness for Vimto with our target audience this summer.

“The latest performance figures clearly demonstrate that continued investment in the brand has been fruitful. There is much more activity planned to support our centenary celebrations this year to make sure we mark this special time for our iconic brand.”