Vimto hops into summer with Vimtoad campaign

By Nikkie Sutton

- Last updated on GMT

Toadally ribbeting: the Vimtoad campaign will be available across a multitude of platforms
Toadally ribbeting: the Vimtoad campaign will be available across a multitude of platforms

Related tags: Advertising

Vimto has announced a £1.5m advertising campaign to run in cinemas, on demand and across digital and social platforms, which includes the soft drinks company’s Vimtoad character.

Vimtoad is returning to screens with his orange friend MixToad, as the brand gets behind its Original and Remix variants.

The advert, which is aimed at the brand’s teen audience, sees the two amphibians battle it out in a mixed-up fruit battle.

Toad off

This year’s ‘toad off’ campaign is expected to have more than 15.4m webpage impressions and in addition, a Vimtoad-themed suite of PoS merchandise will be available in a bid to engage and excite customers.

The Nichols-owned brand entered the flavoured water category for this first time in April this year and launched a still spring water drink.

Vim2o is flavoured with the taste of Vimto, contains no added sugar and will be available in 500ml and 250ml 'sports cap' formats.

Water is more popular than ever

Head of marketing Emma Hunt hailed water as “more popular than ever” and estimated its worth at more than £1bn, growing at 7.6% year on year.

She said: “One of the drivers for this is flavoured water. More than 12m households now buy it and the category is growing at twice the rate as the soft drinks market so it makes sense for us to tap into this trend and bring the distinct fruity Vimto taste to water.”

Meanwhile, in March this year, Nichols announced it was set to make a bigger push of its brands into the pub trade.

Vimto out-of-home sales and operations director Nick Yates told The Morning Advertiser ​the company had increased its focus on pubs by expanding its on-trade team.

Related topics: Soft & Hot Drinks, Soft drinks

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