The new-look 500ml Still Vimto bottle is rolling out across the entire portfolio in 2011 and is available from January.
It has curved contours for easy grip, ridges at the neck and a sportscap to make drinking "on-the-go" easier for the brand's teen target audience.
Vimto is supporting the launch with a nationwide telesales drive, themed point-of-sale material and the distribution of free point-of-sale kits for retailers, including dump bins, wobblers, shelf strips and fridge stickers.
The 500ml bottle will be available in standard and 95p price-marked packs with a special "12 for 10" outer offer available to independent retailers.
Emma Hunt, senior brand manager, Vimto, said: "We are keen to make sure our offering and image always hits the mark and we're confident that the new-look 500ml Still bottle and packaging redesign will create more trial and awareness and give retailers even more confidence to stock Vimto."
This article was first published on marketingmagazine.co.uk