Vimto has appointed Quiet Storm as its lead creative agency for the UK. The decision to revitalise its creative strategy was taken as the brand looks ahead to a stellar year of innovation, which will see Vimto extend some of its most successful lines and enter a new category.
Quiet Storm was appointed following a competitive pitch process informed by agency intelligence provider, Creativebrief.
Emma Hunt, Head of Marketing at Nichols plc, says: “We’re incredibly excited to be partnering with Quiet Storm on what is set to be a fantastic new chapter for our much-loved brand. Vimto has been around for over 100 years and it was important to us to find an agency that appreciates its rich history, unique flavour and distinctive tone of voice. It’s an exciting time at Vimto. We’re already outperforming the market, have a great range of products and an incredibly loyal customer base – and we’ve still got plenty up our sleeves.”
Vimto’s long-term growth strategy has already seen the brand double in size in the last 8 years, soaring ahead of the overall category and squash and RTD markets in particular. Recently achieving the highest ever brand value of £72.5m RSV, Vimto is in strong value growth of +4.7%, outperforming the soft drinks market +1%.
Rania Robinson, Managing Director of Quiet Storm, adds: “It’s an exciting time for Vimto. Even though they’re doing fantastically, there’s still lots of opportunity for growth. We’re over the moon to have been selected to work with such a well-known brand. Many of our team grew up with Vimto in our cupboards and feel a great responsibility to please its loyal fans while recruiting new consumers. We can’t wait to get started and are looking forward to creating great work together.”
 Nielsen Value Sales YTD 31st Dec 2016