Campaign details
Brand: VimtoAdvertiser: NicholsEntrant: Quiet StormPrincipal author: Jon Howard, Quiet Storm
Our Case in One Paragraph
After a period of rapid growth, Vimto sales were slowing. As the biggest asset of Nichols PLC, this was a concern. To kick-start growth, a change in strategy saw focus switch to 16-24s outside the brand's North West heartland. A new creative direction, anchored in ownable brand truth, dramatized a compelling emotional benefit for this audience. Subsequently, the brand enjoyed double digit growth and its highest sales ever. Econometrics identified a significant uplift in the contribution...