Mums stocking up for the new school term will be targeted by Vimto in a nationwide campaign to promote its lunchbox-friendly Tetrapak cartons.
The brand will launch a national consumer campaign throughout August to promote the 250ml Vimto No Added Sugar ready to drink cartons to drive demand before the key ‘back to school’ season. Vimto will be providing money off coupons on the triple packs through selected major multiple grocers, appearing in back to school editorial plus money off coupons in selected major multiple store magazines and advertising in key mums’ magazine titles such as Prima and Closer to raise awareness and drive sales across all channels.
The campaign will promote Vimto No Added Sugar 250ml cartons as a convenient format for mums to continue to provide their kids with Vimto Still when they return to school, and is an extension of the brand’s summer cordial campaign, which encouraged mums to trial Vimto cordial through nationwide distribution of 26 million 30p money off coupons.
This year, Vimto has also invested in its biggest ever digital campaign to boost awareness with its teen target audience. The brand has taken over the online music, video and social networking community by running online versions of its award-winning “Lowrider” advert. It was also exclusive sponsor of the music video premiere for the latest Coldplay ft. Rihanna record on the world’s leading music video entertainment platform VEVO; the official music video provider to Youtube.
Vimto brand manager Clare Pritchard said: “Vimto appeals to both its core teen audience and mums. Teens respond well to the brand’s personality and mums like that its ‘mixed up’ flavour gives variety to kids who can be hard to please – while the No Added Sugar option gives them peace of mind to make it an everyday purchase. As a result it’s a great brand to stock for lunchboxes and the back to school period.”