Vimto Soft Drinks is launching a &£4m national TV campaign, continuing its Shlurple the Purple theme, which last year replaced long-standing brand icon Purple Ronnie.
The ad, created by Manchester-based agency Cheetham Bell JWT, features the adventures of schoolboy Billy who, during a trip to a swimming pool, finds he has packed his dad’s underpants instead of his own trunks. After drinking Vimto he uses the pants as a parachute and launches himself off a diving board.
The execution aims to reflect the “quirky” values that underpin the Cheshire-based drinks brand. The ads break nationwide on May 8. The campaign will also feature before family-oriented films in cinemas, and in women’s press.