Vimto is planning to launch a new orange-flavoured cordial next month, called Who Put Oranges In My Vimto?
The one-litre bottles will be on supermarket shelves in September. The launch will form part of a range of limited editions planned to run for six months, but Vimto brand manager Claire Nield says the new orange drink could become permanent if it proves successful.
There will be no specific advertising for the no-added-sugar drink, but this month sees the roll-out of phase two of the brand’s largest promotional campaign to date.
The &£4m Shlurple the Purple campaign has already featured in new television and cinema ads this year.
But Vimto promotional activity will now appear across key women’s press titles such as Take a Break and Chat, with promotions offering readers the chance to win a trip to Disney World in Florida.
Vimto will also introduce its brands to 500,000 households this month with a door-drop inviting consumers to Shlurple the Purple and win a year’s supply of Vimto.
The door-drop coincides with the school holidays and aims to bring the brand to non-Vimto drinkers. Families will be able to sample Vimto and receive a coupon to purchase any product in the Vimto soft drink range.