Vimto’s latest campaign brings its ‘Refreshingly Different’ slogan to life for the teenage market with a cast of creepy twin sisters, twerking office workers and moonwalking supermarket shoppers.
The TVC opens with a soothing voice akin to meditation tapes and films, encouraging the reader to close their eyes and relax.
Soothing classical music then begins to play, but it’s the viewers who don’t follow the rules that are rewarded with surreal, colourful vignettes featuring obscure individualists. A selection of these cast members were selected from an open audition held in Manchester last month.
As the tagline ‘I See Vimto in You’ fades to white, the voiceover tells those with their eyes still shut to open them, and asks: “Now, wasn’t that refreshing?”
Devised by Quiet Storm, the ad falls under a new brand strategy led by the insight that Vimto’s young target audience feel pressured to be something they’re not.
It’s supported by a cinema campaign, which will make direct reference to the film the audience have sat down to watch, and VOD creative that will be personalised to the viewer. The latter will go live on All4, which stores user log-in data and thus allows for both audio and video personation.
On digital, ads will run across sites relevant to teenage audiences. The banners will urge consumers not to click – those that do will be presented with additional video content from Vimto.
The nine-week, £3m campaign hopes to reach three million teens across the country and will also comprise experiential sampling, a Snapchat lens, a partnership with online publisher Unilad and a social influencer programme. Wavemaker Manchester, Tangerine and N20 are handling media, social and experiential respectively.
“Not every client would trust their agency to launch a campaign telling the audience not to watch or to click, so big up to Vimto for living their brand value of being refreshingly different,” said Trevor Robinson, founder and executive creative director of Quiet Storm.
“Inclusivity and fun don’t have to be mutually exclusive, so it’s great to be able to reintroduce some levity while also promoting and celebrating self-acceptance, individuality and that says it’s OK to be you.”
Quirky vignettes celebrating unconventional individuals expressing their ‘Vimto Spirit’ feature in a new campaign by Quiet Storm for the refreshingly different soft drinks brand. The new strategy is based on the insight that Vimto’s target audience feel under pressure to be something they’re not, when all they really want is to be recognised and accepted for the individuals they are.
The campaign plays on the individuality of the teenage demographic by subverting expectations. It offers the audience an opportunity to engage with Vimto – and participate in the campaign – across a number of different media, with each medium working in a different but complementary way.
It breaks on 4 June with executions including TV, cinema, digital, experiential, social, print and VOD. A teaser element appeared in early May on Vimto’s social channels and in local press in Manchester, inviting fans to audition to feature in the campaign.
The television ad instructs viewers to close their eyes in order to enjoy it. Viewers who break the rules and ignore the instruction are rewarded with a series of vignettes celebrating unconventional individuals expressing their inner Vimto Spirit, including some of the winners from the Manchester auditions.
Creative Agency - Quiet Storm
Creative Directors - Trevor Robinson & Matthew Mifsud
Creative Team - Quiet Storm Creative
Planning - Jon Howard
Account Director - Jenna Hayward/Jonathan Dale
Agency Producer - Dan Healy/Alex Aziz
Director/Production Co - Trevor Robinson/Quiet Storm
Producer - Dan Healy/Alex Aziz
Grade: Simona Cristea @ Coffee & TV