As the name suggests, the Vimto Fans’ Edition has made in partnership with consumers, as the drinks brand looks to increase its on-shelf presence and drive in-store impulse buys.
Launching this month, the new range will features two flavours, each pairing fruits familiar to the UK market with an ‘exotic twist’: Pina Guava (Pineapple & Guava) and Sunset Papaya-dise (Orange & Papaya).
The vibrant design aims to grab consumer attention and places the fruit and flavour front and centre on pack, while staying true to Vimto’s brand hallmarks.
Commenting, Angela Reay, marketing director at Nichols said: “Limited editions are a proven driver of impulse sales, but we wanted to go one step further by putting our fans at the heart of the process.
“By giving them an early preview and inviting them to help shape the flavours and design, we’ve created a range that delivers bold taste, standout shelf presence and a great story for shoppers, while helping retailers keep the fixture fresh and exciting.”
Co-created through a dedicated social media campaign, the Fans’ Edition range is the result of Vimto inviting consumers on Instagram to submit name ideas and vote on final pack design.
Alongside helping to shape the name and look of the range, the company says its interactive approach has also give the limited-edition run a ‘genuine story’ and clear point of difference for shoppers – with concept testing demonstrating strong consumer appeal.
Through this new launch, drinks manufacturer Nichols will be hoping to strengthen brand distinctiveness and disrupt the established players within a highly competitive market.
