A £6.5M multi-platform campaign for Vimto has been released by driven to introduce a new branded character called the “Vimtoad”.
Lead by this 30” TV commercial produced by Aardman Animations, the campaign will see the Vimtoad, encourage shoppers to try something different to their usual soft drink.
“The Vimtoad is an unpredictable and cheeky chap from the north. He’s superbly branded – by name and by nature – and he’s on a mission to tell the world how Fan-flippin-tastic Vimto is” said Chris Lear, Creative Partner at driven.
The TV commercial sees the Vimtoad leap into a shopper’s trolley, then show her his lovely long tongue. Captivated by him, she agrees to try a glass of Vimto herself there and then. Viewers are prompted to follow the #Vimtoad before the commercial ends with the brand’s existing “Seriously Mixed Up Fruit” endline.
The voice of the Vimtoad is stand up comedian Justin Moorhouse and the commercial was directed by Peter Peake at Aardman.
The Vimtoad will have his own Twitter account, which is the gateway to an entertaining app where people can “Vimtoad themselves” and share with their friends.
“The campaign idea is even more seriously mixed up than before and is intended to appeal to both mums and teenagers. It works across multiple touch-points to engage and entertain – we’re excited about its potential to drive growth” added Emma Hunt, Marketing Manager of Vimto.
The campaign is driven’s latest work for Vimto which has doubled in value since its “Seriously mixed up fruit” idea was first introduced 4 years ago.