Magazine article Marketing

Vimto Pounds 3.5m Ads to Star TV Comic

Magazine article Marketing

Vimto Pounds 3.5m Ads to Star TV Comic

Article excerpt

Soft-drink brand Vimto has signed up actor and comedian Matt Lucas, star of Little Britain and Shooting Stars, to front a pounds 3.5m integrated campaign.

Its biggest promotional work to date will include TV, radio and cinema ads as well as roadshows across the country.

Vimto says it wants to achieve 'double-figure' sales growth this year.

The creative features Lucas singing the classic 70s track D.I.S.C.O, but substituting the letters V.I.M.T.O. The ad is designed to make the tune a playground chant and, in doing so, put the brand in the minds of its target audience of five- to 11-year-olds.

Vimto spent just under pounds 1m on advertising last year, according to Nielsen Media Research. However, advertising alone for the latest campaign is being backed with a pounds 1m-plus spend through Cheetham Bell JWT.

The campaign will also continue to feature the Purple Ronnie character, which has been associated with the brand for the past seven years. …

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