As temperatures drop, Vimto is rolling out its latest ‘try me hot’ campaign for the second year running.

Further to the initiative’s success last winter, the brand is introducing its limited edition pack design and in-store POS to encourage shoppers to try Vimto squash with hot water.

The campaign will see Vimto promote its versatility and boost year round consumption.

Vimto senior brand manager Vicky Marsden said: “Most shoppers know Vimto in its original ‘cool’ form, but drinking Vimto hot amplifies the unique taste to give both parents and children a winter warmer plus a healthy dose of Vitamin C during these cold winter months. The ‘Try Me Hot’ campaign will encourage existing buyers to enjoy Vimto on more occasions, and also tempt new shoppers to the brand and category outside of the peak summer period.”

The ‘try me hot’ campaign runs from mid-November through to the New Year. To further raise awareness with consumers the popular family brand is giving away 200 furry Vimtoad hot water bottles named Vimtoad Cuddlers via a social media competition. To win, consumers simply have to say why they need a cuddle.