The brief focuses specifically on raising awareness among mothers and younger children.
Having built up an enthusiastic teen following for the brand in carbonates with its ‘Seriously Mixed Up Fruit’ campaign, Vimto has invested heavily in a wide-ranging programme of marketing support for the brand’s no-added-sugar variants for 2012. This has included coupon giveaways and advertising in women’s press.
MCG is aiming to communicate that Vimto’s no-added-sugar products offer mothers a ‘delicious, everyday soft drink that their youngsters will love’.
Emma Hunt, marketing manager at Vimto, said: ’MCG’s experience in the food and drink sector shone through and we’re really looking forward to working with the team in Leeds and London to add to our proactive marketing mix for Vimto this year.’