Vimto to put fizz back into brand

Consumers bored with the usual soft drinks offerings are the target for a repositioned Vimto brand.

Vimto Soft Drinks is investing £5m in the drink this year and has launched the biggest marketing campaign for Vimto to date as it aims to make the brand relevant to modern consumers again.

The company undertook extensive consumer research that indicated that consumers are bored with orange and cola drinks but still ask for them "out of habit".

As part of its on-trade strategy the company has redesigned the fizzy Vimto bottle, to make it look more elegant and replaced the crown cap with a twist-cap closure, to make it more convenient for licensees and consumers. It will be available to the trade in cases of 24 from May.

"We know through our research that within the current on-trade there is an opportunity to tantalise people with a fruity alternative to the same old choice of orange and cola," said brand manager Emma Hunt.

"We know the great taste of Vimto achieves this and we have adapted the packaging to meet market needs and drive trial."

The research identified mums of teenagers and those in their mid 20s to early 30s as a potential growth market for the brand.

The company will target the two sectors with advertising and marketing activity throughout the year, using the on-trade to drive trial of the brand.

"This is an exciting time for the Vimto brand as it embarks on a new phase to realise its full potential," said Hunt.