Vimto adds Vimtoad mascot, plans nationwide sampling tour
Monday March 31, 2014 at 9:57am
Vimto has dropped the misbehaving fruit characters from its "Seriously mixed up fruit" campaign and introduced a new brand mascot, the Vimtoad, who will be featuring in advertising and also a major sampling campaign. The new character is a "cheeky northern toad" created by Aardman Animations and sporting a fruity shirt showing raspberries, blackcurrants and grapes. In what brand-owner Nichols plc says is the biggest-ever marketing investment behind Vimto to date, the introduction of the new Vimtoad is the brand’s bid to target the mothers of its teen audience with a fun but reassuring character likely to appeal to both mums and teens. The £6.5m campaign, created by Driven, features a TV ad supported by digital and radio work, alongside the sampling campaign. The launch of the campaign in April will also see an overhaul of the brand’s packaging. The sampling campaign will involve a Vimtoad-branded van visiting 60 supermarkets across the UK handing out samples. Previous campaigns for Vimto, such as the 'Low rider' activity, specifically targeted teens. Clare Brown, brand manager for Vimto, says: "Vimtoad and our new packaging will continue to appeal to our young consumers whilst also attracting a wider audience, especially mums, who are looking for a brand they can buy for the whole family. Vimto has a versatile range and healthier No Added Sugar options that mums will appreciate."