Vimto shows bottle with 'turgid' boast

Just as moist as a British summer, the ready-to-drink (RTD) market is a constant battlefield for companies desperately trying to get their brand more shelf, fridge and stomach space.

One of the brands looking to grow over the next 12 months is Vimto, the fruity soft drink that this week launched a new pack design for its 500ml offering. Via Chime agency IAS Smarts, Vimto sent out a declaratory press release.

It promoted the wonderous new design and let readers know why it was chosen.

'The eye-catching new bottle has been designed to be easier to hold, more turgid and create maximum impact on shelf,' it read.

The dictionary definition of 'Turgid' is:

1. Swollen, bloated, puffed up; as, 'a turgid limb.'

2. Swelling in style or language; bombastic, pompous.

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