Vimto targets teens with £5m push

Vimto is to change its positioning to target teenagers with the launch of a £5m marketing campaign.

The integrated campaign breaks tonight (June 4) during the launch of Big Brother 10 with a television advertisement created by Driven.

The spot features three animated characters – a raspberry, blackcurrant and grape. The “Seriously Mixed Up Fruit” are mixed together into Vimto after taking a ride on the Waltzers at a fairground.

Emma Hunt, senior brand manager at Vimto, says the drinks brand, which has traditionally targeted pre-teens, aims to “engage a new teen audience”.

The TV campaign is the first Driven have worked on since it was appointed to the creative account last June.

The agency was launched in February 2008 by the former chief executive, managing director, creative director and brand director of TBWA Manchester – Neil Griffiths, Nick Brookes, Chris Lear and Graham Drury.

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