NEWS: Vimto lines up four agencies to vie for advertising rethink

Vimto, the classic fruit drink, is reviewing its pounds 3 million advertising account and has shortlisted four agencies, including the incumbent, Tom Reddy Advertising.

Vimto, the classic fruit drink, is reviewing its pounds 3 million

advertising account and has shortlisted four agencies, including the

incumbent, Tom Reddy Advertising.



The J. N. Nichols (Vimto) group marketing manager, Chris Sefton, said he

expected to make a decision on the account by the end of January.



The review was prompted by market research conducted by the client over

the past two months which identified several new approaches and angles

for the brand.



The advertising rethink is the latest in a line of marketing changes at

the company, which has been manufacturing the soft drink for 88 years.

The changes culminated in the promotion of the sales and marketing

director, Stuart Fawcett, to managing director in May.



Last year, Vimto focused on international expansion, scouring for

agencies in Indonesia, Thailand, Brunei, the Philippines and Russia.

Exports account for 10 per cent of its total sales.



This year, the thrust of the company’s marketing effort has been

concentrated on the UK and the group has tried to extend its

geographical penetration from beyond its traditional northern heartland,

and to broaden its product range.



The TV work has tended to focus on the concentrated version of the

drink, but a new campaign is likely to include work for the carbonated

derivative as well. Vimto will also be promoting a new energy drink

aimed at a younger target market. Called Indigo, the drink will be aimed

at 18- to 30-year-olds.



Media, currently held by HTF, with TV buying through CIA Media

Solutions, is unaffected.



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