Vimto is increasing its investment in digital media in 2012 as it looks to build on its commercial performance over the last 24 months.
With a brand value that is set to hit £60m in 2012, Vimto’s continued growth has been driven by its focus on the teen market through its Seriously Mixed Up Fruit marketing campaign and product innovation, which has included an online collaboration with MTV and the launch of Cherry Vimto.
The brand is hoping to build on this by continuing to target teenagers with ready-to-drink products through a major digital and social campaign.
Last year Vimto’s Seriously Mixed Up Fruit marketing campaign reached 95% of teens in the UK and was the brand’s most successful campaign yet.
The number of teens claiming to have been actively involved with the campaign doubled and click-through rates on sites like Spotify increased by 183% when Vimto advertising appeared1.
The Vimto marketing strategy for 2012 aims to continue to grow the Facebook community from its current level of 240,000 fans.
The plans incorporate a number of initiatives based around the Seriously Mixed Up Fruit positioning following the recent campaign featuring a low rider car driven by the animated brand characters; Grape, Raspberry and Blackcurrant.
Each digital campaign will be designed to encourage trial and spread Vimto beyond the boundaries of Facebook.
Lean Mean Fighting Machine, the independent digital advertising agency, has been appointed to lead the strategy and the creative for the brand’s digital marketing and will work alongside incumbent advertising agency, driven.
Emma Hunt, marketing manager at Vimto said:
“Our increase in digital investment reflects our continued commitment to driving trial of the Vimto brand, by engaging with teens through innovative marketing campaigns.
“We have seen strong brand and penetration growth in the last three years and will invest to ensure this continues, as new consumers try the Vimto brand.”