Vimto looks to parents as part of brand revamp

Vimto has broadened its target audience from teenagers to the parents of teenagers as part of a brand revamp.

Its new core audience is secondary school families who are also big spenders within soft drinks. The change will be part of a new look for the brand and a new phase in the Seriously Mixed Up Fruit campaign which now talks directly to mums. A new ‘croaksperson’ has also been introduced in the form of Vimtoed, a character which has been designed in conjuction with Aardman Animations. The new TV campaign launches on 26 April during Britain’s Got Talent and will run until May 31st. Radio runs from 12 May.

Also new on the Vimto.co.uk site is a new app whereby users can create a toad avatar for themselves.

Other innovations targetting parents include the introduction of a 250ml sportscap mini in its no added sugar range aimed at lunchboxes and a Water Enhancer, featuring 25 servings to turn ordinary bottled water into juice with a small squirt. Water Enhancers are a £200m business in the US since their launch in 2011 and Vimto hopes that the market will be equally healthy here.