Vimto Soft Drinks is relaunching energy drink brand Indigo in a last-ditch attempt to boost sales of the brand. The new positioning will be supported by a marketing campaign aimed at boosting awareness of the drink.
The marketing drive, which will start in Manchester and Liverpool later this month before being rolled out nationally, will include an outdoor campaign and sampling. The work has been created by Manchester-based agency And Partners.
Vimto, which is owned by Nichols, is relaunching the drink into limited distribution, including independent shops and cafÃ©s, for the first phase of the relaunch.
The brand was launched in 1996 and saw strong sales in on-trade after gaining popularity with students. It has since undergone several changes in size and packaging and is now mainly sold in Northern Ireland. Indigo brand manager Bhavika Mistry admits: “Indigo has been in the background for some time and has lost direction somewhat.”
Mistry says the company hopes the drink will be popular with consumers because it has “a taste people will like” combined with the functional benefits of an energy drink. She adds: “Many consumers buy the energy drinks on the shelves for functional purposes but don’t necessarily like the taste. Indigo has a really fruity taste as it is made up of 10% fruit juice.”
As well as peach and lemon juices, the drink contains taurine, caffeine, ginseng and guarana. It will come in a 375ml bottle and retail at 69p.