Nichols plc launches new bottle for best-selling Vimto

Nichols plc, the international drinks business established in 1908, is introducing a new bottle design across its iconic Vimto squash range. Currently rolling out into market, distribution is planned to be fully integrated by mid-summer. The launch will also be supported by the return of the “Find Your Different” multichannel marketing campaign.

The new distinctive bottle features a contemporary design with fruit peel texture – delivering further stand out on-shelf and bringing to life the uniquely distinct Vimto flavour. The texture of the new bottles serves to highlight the ‘healthy hydration’ messaging the brand is passionate about by mirroring the real fruit contained within every Vimto squash bottle. The newly-designed bottles will remain widely recycled and made from 51 per cent rPET, supporting the Nichols plc Happier Future strategy.

This summer will also see the return of Vimto’s Find Your Different campaign. Building on the strength of last year’s activation, the campaign will continue to drive overall brand engagement whilst showcasing its broad squash flavour range and vitamin benefits through a multimillion media investment which includes advertising across TV and VOD airing from 20 June and in cinemas from 17 June, along with a social and digital activation through the summer. Reaching over 80 per cent of an audience of families, the campaign will be seen by around six million consumers.

“We are passionate about continuously developing our brand in line with consumer needs,” said Jenny Powell, Marketing Manager. “This new bottle design highlights the importance of healthy hydration and the inclusion of real fruit juice within Vimto. As a business, we want to ensure that we’re creating a happier future for our planet by doing things the right way, and having widely-recycled bottles across our range also ensures we’re doing our bit. In addition, we are striving to reach 100 per cent rPET by 2025.

“The return of our Find Your Different campaign allows us to engage with our consumers even further, encouraging them to find their different which is at the heart of the Vimto brand. This is a fantastic way for us to engage families and help them explore our range.”

The creation of a bespoke, structural bottle embodies the brand’s personality, allowing for clear stand-out on shelf. The move builds on Vimto’s continued success, with its brand value currently sitting at its highest ever total of £105.6m, and bolsters Vimto’s position as the fastest growing squash brand in the UK, currently positioned as the No.2 squash brand in value sales.