Vimto, the fruit cordial brand best known in the North, has chosen
the Manchester-based agency, Cheetham Bell, to help lift its appeal
across different age groups throughout the UK.
JWT Manchester, MAP, Cheetham Bell and the incumbent, Tom Reddy, all
made creative and strategic presentations for the pounds 3 million
account to Vimto’s group marketing manager, Chris Sefton.
The cordial attracts a wider age range of consumers than most other
soft drinks. In the North, Vimto is standard fare for small children in
cordial form, while older children take it to school in tetrapaks and
teenagers drink carbonated Vimto in cans.
Dave Bell, a founding partner of Cheetham Bell, said: ’There’s a really
warm feeling about this brand in the North. What we want to do is to
take all the positive values of Vimto being a part of growing up, take
them nationally and at the same time not turn off the teenage
Media for the business has not yet been decided. The
incumbent is CIA Media Solutions, which buys television, while the CIA
breakaway group, Hackett Tinker and Frost, handles media planning.
Cheetham Bell usually works with TMD Carat in Manchester.
Cheetham Bell’s first work on the brand, a multi-media campaign, is
expected to break in the summer.