Loving the taste of Vimto
Fluid partnered with Vimto, a unique soft drink brand enjoyed in over 85 countries, for the comprehensive “Love The Taste” campaign in 2024. This campaign, which included a Money Back Guarantee promotion and an interactive roadshow, aimed to boost Vimto’s brand presence, engage new audiences, and expand its market reach.
The “Love The Taste” campaign sought to encourage trials of Vimto’s soft drinks, secure additional retail distribution and display space, expand Vimto’s presence in the south of England and enhance the campaign’s visibility across key markets.
Money Back Guarantee Promotion
Fluid launched a Money Back Guarantee campaign titled “Love The Taste,” running from April to September 2024. Consumers were invited to claim a refund if they didn’t love the taste of Vimto, marking the brand’s first on-pack promotion in years.
Promotional Pack Design:
Fluid helped Vimto create attention-grabbing packs for strong shelf appeal.
Risk Management:
Fluid secured insurance to cover over 23 million bottles and cans.
Promotional Claim Site:
A branded site with OCR technology was built, enabling consumers to upload purchase receipts for easy refunds via QR codes on packs and POS.
"Love The Taste" Roadshow
Complementing the promotion, Fluid executed a 6-week roadshow across the south of England, taking Vimto’s taste to new regions and bolstering its national presence.
Roadshow Setup:
The campaign featured a bus wrapped in Vimto’s branding, topped with a giant Vimto bottle, visiting 12 key retail locations and two head offices.
Sampling and Incentives:
Free samples were distributed with a buy-one-get-one-free offer.
Interactive Engagement:
A guessing game with Vimto-themed prizes provided a memorable experience for participants.
Results
Fluid’s “Love The Taste” campaign effectively amplified Vimto’s brand presence, drove consumer engagement, and expanded market reach. The campaign’s success demonstrates Fluid’s expertise in strategic, results-driven communications.
Money Back Guarantee Promotion:
The campaign increased Vimto’s distribution and display space across major UK retailers, with a +2.7% YTD increase in brand value reported by Nichols PLC. Vimto Dilutes also outperformed the market.
Roadshow:
The roadshow distributed 18,000 samples, engaged over 4,500 participants, and was seen by over 1 million people, significantly boosting brand visibility.
