Drive for Cherry Vimto this summer

14 May, 2010

Vimto’s new cherry flavour is being promoted with a summer marketing push.

The Seriously Mixed Up Fruit campaign will air on TV and online during replays of Hollyoaks, Glee and Big Brother, while the brand’s new cherry twin characters – Les Cherries – will feature in a nationwide radio campaign.

Cherry Vimto will also sponsor the Big Top 40 national music chart show. A sampling programme will complement the campaign.

“Vimto has had a fantastic year, growing by more than 28%,” said senior brand manager Emma Hunt.

“To ensure this continues, we’re increasing our marketing investment by 20% to drive awareness and trial of Vimto and new Cherry Vimto over the crucial summer trading period.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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