The invention of television, war, video, DVD’s and streaming services have all been declared to be the “death of cinema”, but it survived and thrived…will Covid-19 finally kill off the multiplex?  Mongoose Promotions’ CEO and IPM Brand Partnerships Chair David Pearson doesn’t think so…and he’s got the insight to prove it!

It’s been a pretty horrible year for the cinema industry, forced to close its doors to the public and furlough staff.  Movie lovers turned to streaming services for their movie fix and naysayers declared that the age of the cinema was dead…and yet…

Even in the midst of the pandemic 78% of respondents to our annual survey told us that a brand using cinema as a promotional tool would make them more likely to purchase their products or services and that apart from their family and friends a trip to the cinema was the thing they had missed the most.

Their short-term movie fix has been provided via streaming services but studios have been secretive about viewing figures for the small number of “straight to stream” movies that have bypassed the cinema and rumours abound that they are disappointed with the uptake.  The fact that the very biggest titles have been delayed until cinemas reopen certainly suggests that studios need cinemas to reopen just as much as film fans.

Yet cinemas must adapt.  No longer can they depend entirely on the film itself to attract audiences through their doors…a trip to the cinema must be attractive in its own right, regardless of the films they are showing.  And they are adapting.  Showcase and ODEON are spending millions rolling out their “Cinema de Lux” and “Luxe” brands while Cineworld continue to invest in experiential cinema concepts such as 4dx.

So yes, cinema will survive and if the results of our recent consumer research into the popularity of a trip to the movies and the impact of cinema tickets as a promotional tool are to be believed it will thrive.  Take a look at what we found here.

As we start to emerge from lockdown, beer gardens are full and retailers reporting record sales, customers are hungry for a sense of normality and a release from their incarceration at home.

Arguably there’s never been a better time to engage with cinema as a promotional tool and with pent-up demand for massive releases such as Black Widow and No Time to Die, the power of the movies is not disappearing anytime soon.

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As the UK re-emerged from lockdown, drive in cinema events started popping up across the country, offering customers an opportunity to get out of the house for a safe and fun experience.  Just Eat! were a headline sponsor for The Drive In Cinemas and required a team of COVID safety trained ambassadors to support them in delivering a memorable experience for attendees.

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As YouGov publishes its recent investigation into the viewing habits of the UK’s cinema goers, our Brand Partnerships Vice Chair David Pearson of Mongoose Promotions adds his considered experience to the debate.

He explains “Only 22% see commercials as a positive addition when they go to the cinema?  Well of course!  Not seeing the ads as a “positive addition” doesn’t make them any less effective.  A cinemagoer has made an active commitment to attend the screening with friends or family and pay attention to the main event – the film.  The “build-up” to the film grows from ad, to trailers to movie with each stage of the on-screen experience being more anticipated than the last.  The cinema, like no other environment, demands the viewers sole attention (turn your mobile off!)

The “power” of cinema may be dimmed at the moment, but the initial release period of a film in cinemas is still the key moment in its life-cycle.  In time the world will overcome COVID-19 and the shared experience of a trip to the cinema to watch the latest release will again become the most anticipated of social experiences.

Brands, whether on-screen advertisers, promotional partners with relevance, or issuers of cinema tickets as promotional rewards, will continue to see the benefits of associating with one of our most anticipated, popular and flexible night’s out.”

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Ian Lacey, Business Development Director at Filmology, shares his thoughts on the value of cinema lead promotions to drive sales.

Everyone loves cinema!

Okay, that might be a bit of a sweeping statement; but there’s no denying that a trip to the cinema can be an exciting and enthralling experience. Plus, with just about every cinema around the country upgrading to state-of-the-art digital technology, the lure of the big screen has become an even more immersive experience for everyone.

And let’s not forget the small matter of the whopping 177 million admissions in 2018 alone (Mintel) and the fact that cinema appeals to all age groups – lots of ticks in the boxes for those savvy marketers out there looking for an ideal promotional partner!

So, taking these statements into account, is cinema relevant in the world of promotional marketing? Obviously, I would argue of course – yes! Surely delivering a successful sales promotion relies on a prize that people actually want, and if over 170m admissions a year is to go by, then yup, I certainly think there’s a strong case…

But there’s a big caveat here: and that’s the promotional world does seem to be leaning more towards gifts with purchase.

For example, Pepperami’s “Terrify a Friend for Free” promotion (a 2 for 1 for Merlin Park Entry) did well at the recent IPM awards. But you can’t simply be giving away a £10 cinema ticket for a £2.75 pack of Pepperami (Source: Tesco). The consumer would certainly be happy, but the brand would be bankrupted!

Therefore, I would argue the promotional methodology is key to success.

Instead of a 2-1 offer or ‘free ticket’ promotion, consider a collector scheme that everyone has the chance to win. Perhaps even look at a risk-based promotion, or even mix this up further with other prizes so that everyone can still win (i.e. non-winners of a cinema incentive win a money off coupon or even the dreaded 2 for 1 entry to a theme park… a personal view I might add!).

However, promotional marketing is not just about selling sticks of meat. What about the White Goods sector? After all, this sector is seemingly wedded to their cashback promotions – dull, dull, dull.

How about mixing up the consumer incentive and offering 6 months-worth of cinema tickets if you buy the latest washing machine of your dreams? Okay, it’s true very few of us like spending our hard-earned cash on such things, but if it meant we could go to the cinema after the spin dry, then perhaps this makes the purchase all that more enticing.

Of course, when considering cinema as a prize, we always think of cinema tickets to the latest blockbuster, right? At Filmology, we can be a tad bit more creative than that…

Think about annual passes, 6 months of free cinema, free popcorn and drink etc. And it doesn’t stop there – win a private cinema screening for you and your friends, win a half day to take your Xbox to your local Odeon and hold a FIFA tournament on the large screen. You hopefully get my point!

If you work with an expert like Fimology, we can generate innovative ideas that sells products.  We can even source a film inspired holiday – live like James Bond for the week, for example (yes, we’ve done it!).

Cinema of course is reliant on the film slate – what’s coming up? Well, the rest of 2019 has a whole host of huge films on the horizon – The Lion King, Terminator: Dark Fate, Frozen 2 and of course Star Wars in December. 2020 will also have some equally great films (Top Gun Maverick & Bond 25 being just two highlights – need I say more?)

Hopefully this article has inspired you to think about cinema and when you’re next scratching your head about a killer incentive to drive sales for your client. Consider the world of film and cinema: there’s more to life than cashback and the 2 for 1’s you know…

If you would like to find out how Filmology can help you, get in contact with Ian Lacey at ian.lacey@sodexo.com

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Secret Cinema will create an experience centred around James Bond – one of the most successful British film franchises ever. For the very first time, Secret Cinema will present the critically-acclaimed film Casino Royale (2006) directed by Martin Campbell and starring Daniel Craig as James Bond. Opening on 19th June 2019 and running into the summer, a secret London location will be transformed into the glamorous and action-packed world of the iconic British spy. Blurring the lines between fiction and reality, the experience will bring to life awe-inspiring scenes and locations.

Secret Cinema Presents Casino Royale will see audience members recruited as part of ‘Operation Wild Card.’ New recruits will join either Q Branch or M Branch. Prior to their mission, they will receive an alias, dress code and training suggestions to help them prepare for a night of high stakes, sophistication and deception.

Founded by Fabien Riggall, Secret Cinema has thrilled audiences for over a decade with its ground-breaking event format that combines film, music, art, and theatre through the prism of iconic and beloved films. This production will be the largest and most ambitious indoor event that Secret Cinema has ever produced, with an audience of 1,500 taking part in the show each night.

Angus Jackson, Creative Director of Secret Cinema presents Casino Royale said: “We’re thrilled to have the opportunity to bring-to-life such an iconic film franchise and character. Casino Royale is a rich territory for us to explore from the characters to the plot and locations. Our audience will be given the opportunity to understand what it takes to embody modern espionage – bringing them closer to the Bond experience than ever before.”

Martin Campbell, Director of Casino Royale said: “I’m excited that Casino Royale is going to be brought to life by Secret Cinema. I hear it’s a wonderful immersive experience, and judging by its past reactions, it’s going to present the film in a way that it’s never been seen before. I can’t wait!”

Tickets will go on sale at 12:00 (GMT) on 6th December 2018. The experience will run between Wednesday – Sunday each week, with tickets priced between £40 – £175 plus booking fees.

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Paul Parry, Head of Filmology, highlights the benefits of running cinema and film promotions for brands.

If you’ve ever wondered where cinema is headed next, look no further. The question is, where could it take your brand?

Everyone’s talking about Hollywood right now. It’s not just the #MeToo and Time’s Up movement either. Film is an inspiration to us all and what happens in Hollywood, still seems to matter – it’s a medium that resonates with consumers across the world.

Right now, the fact is, cinema is giving marketers a whole new added dimension of possibilities – and it’s an exciting crowd puller.

We caught up with Paul Parry, Head of Filmology at Sodexo to find out what the biggest trends in cinema are right now and how Cinema can open up opportunities for brands everywhere.

Our report, ‘The Reel Deal’  reveals that cinema is opening up new opportunities for brands everywhere – with cinema admissions set to remain high and stable over the next five years.

A jaw-dropping two in three people visited a cinema in 2017, with admissions up 2.4%, proving that the silver screen is still a popular pastime across all demographics. It does, indeed, offer something for everyone.

So, what does that mean for your brand? We look at why cinema and film promotions are still a hot ticket for marketers…

While we might be watching films on smaller screens than ever, this only serves to boost our love of the big screen experience. If you’re going down the film promotional route, cinema is still big in marketing.

Paul Parry, Head of Filmology at Sodexo says, “People are still going to the cinema because nothing is ultimately as exciting or memorable as the out of home, big screen experience.”

Yes, we all like to binge on the sofa with a box set or two, but as our report, the Reel Deal explains, cinema can give us what our TV nights in cannot – and we’re not talking about those hot dogs either.

It’s ultimately about a shared experience with zero interruptions.

Karen Stacy, CEO, Digital Cinema Media (DCM) says, “in this world of distraction, cinema is pretty much the only channel where everyone puts their phone away and provides their undivided attention for 120 minutes – it’s a huge differentiator.”

Throw in that trusty hot dog or popcorn bucket and it’s an experience people can enjoy together far more than when they’re just at home. Plus, they’re willing to pay good money to do it.

It’s the ideal way to line up some captivated audiences when it comes to planning your next promotional activities. From tickets to a film, to licensed merchandise giveaways or even use of film assets, brands can use cinema to talk to consumers in interesting and varied ways.

So, film promotional ideas are well worth considering.

Multi-screeners need not apply – and here’s why…

TV streaming feeds a love of cinema

A love of film is screen neutral. It doesn’t matter where, when or how, but fact is, the stories that are told by films continue to be well loved.

Many picture houses are using the likes of NOWTV and Netflix to promote films with bonus features, trailers and documentaries. It’s grabbing our attention and that’s turning into footfall down at the local multiplex.

Even Instagram is getting busy with it. It’s hosting what it terms ‘social cinema’ – like podcasts but short film episodes cast solely on the social media platform. All of this signals to us that audiences, young and old, are continuing to be inspired by the powerful world of film.

In addition, when directors like Christopher Nolan are extolling the virtue of cinema over the small screen, film lovers are going to sit up and take note. Dunkirk is his rather marvellous case in point.

It was the movie success of the summer in 2017, ahead of Despicable Me 3 and Guardians of the Galaxy Volume 2, grossing £371.9 million globally. Shot in 70mm film, Nolan argued that this was his stance against the competition represented by home cinema, saying, “If you make a theatrical film, it’s to be played in theatres.”

We expect to see more statement films following suit.

Paul Parry, Head of Filmology at Sodexo says, “over the last 30 years or so, people have discovered new ways to digest their film content, and this has simply served to increase people’s appetite for film in general. Just look at the number of film releases in the UK – there were about 250 a year in the ‘90s, yet in 2017 the total number of films released in UK cinemas was 781* (British Film Institute). And that’s without factoring in event cinema and one-off screenings.”

We might be biased, but it’s our belief that cinema is about to enter another dimension.

Wouldn’t it be good if your brand was on board with that?

Cinema will always make waves

No, we’re not going down the Titanic or Jaws puns just yet. But we defy anyone who doesn’t think that cinema is way beyond keeping an even keel when it comes to setting trends.

Yes, we all get excited at awards time, but the BAFTAs in 2018 showed that cinema and the arts are inspiring the nation and the world, creating impact where other mediums do not.

Frances McDormand, in her acceptance speech, alluded to how her film ‘Three Billboards Outside Ebbing, Missouri’ inspired campaigners to demand justice for the Grenfell Tower Fire victims.

Created by advertising firm BBH Labs, the three billboards were on display across London sites and provoked a massive social media reaction. The actress praised film makers for making entertainment but also for making films that encourage a broader cultural conversation.

It shows how cinema is inspiring creative minds to leap on the back of new film releases to engage people and get them talking.

Meanwhile, actress Brie Larson was so engaged by the release of Black Panther she decided to offer people free tickets to go and see it – via her Twitter feed.

It was a move that has done as much to promote word of mouth hype for the film as official marketing channels. The actress isn’t in the movie – she just wanted to do something good around the film, in true ‘millennial with a conscience’ style.

How on trend is that?

The point is, the column inches are adding up and the marketing and PR teams must be rubbing their hands in glee. It goes a long way to show that cinema is still a powerful medium, setting trends and inspiring audiences in ways that traditional advertising struggles to.

It’s causing a commotion way beyond the ocean, and it’s landing hearts and minds, hook, line and sinker. It seems new trends in cinema are going to need a bigger boat (sorry).

Your blockbuster moment awaits

Social media is behind much of cinema’s gaining momentum. As consumers, we’ve always been keen to talk about a great movie we’ve seen. Now we just do it on Facebook or Twitter. And we want to be part of the ‘me-first gang’ to do it.

Andy England, CEO of National CineMedia (NCM), says, “millennials still want to go to the movie theatre because there’s still that allure of first-run movies. Whether it’s the latest Star Wars or The Hunger Games, first-run movies are still a cultural event. There’s an appeal to watching first-run movies with other people, in front of the big screen, with a big container of popcorn.”

Still on about that popcorn, huh?

But it’s true, customer engagement is high when it comes to new releases. And social media is driving the buzz. People want to share their opinions and brand promotions can engage consumers by getting in on the action early doors.

Marketers can throw caution to the popcorn by tying their promotional campaigns into highly anticipated films through brand partnerships or with cinema ticket promotions. It’s a winning formula that will without doubt take your brand on an epic new adventure.

Let’s look at one of the biggest blockbusting marketing successes we’ve seen so far this decade…

• Disney kicked off promotional activities for ‘Star Wars: The Last Jedi’ months in advance, releasing a teaser trailer that nearly broke the internet, going viral in nanoseconds. In fact, their marketing activity was so slick, it became a bit of a saga in itself.
• Disney pulled in lots of brand partners for the December 2017 release. Many were technology related due to the nature of the story, but others were also creative in the way they were able to align their brand to the film.
• As well as on-pack promotions by Nestlé, licensed merchandise and brand partnerships played a part in this, the most ambitious of movie promotions.
• Nissan released an SUV Rogue One model as part of its sponsorship for the 2015 film of the same name. It continued in this vein, with fresh marketing ideas around the Last Jedi, featuring ads that linked the car’s intelligence to the series’ droids.
• As Campaign reported, “another aspect of the promotional campaign was to get fans closer to the film so they could become more immersed in the story.” Cinema ticket promotions by O2 led to 500 of their Priority Members being treated to free tickets to attend the premier.
• Disney tied in with Twitter to build on the social buzz around this major time-specific event by launching their promotional activities on big screens in Times Square and outside the Toronto Eaton Centre, just before the film landed. They pulled in real-time messages from Twitter and sneak-peak footage to really capitalise on the launch and get people talking even more.
• The social media marketing activity soon paid off, smashing expectations out of this galaxy and into the next one. The movie delivered a massive £337 million worldwide in its opening weekend alone.

As Paul Parry, Head of Filmology says, “with cinema you can virtually guarantee that the audience you attract will be of a certain demographic. Based on a particular genre or the specific talent featured in a film, there’s always something you can work with which will allow you to align your brand with a title, giving you maximum benefit from a partnership.”

The final curtain

Now we’re not saying the force is for everyone. But when it comes to film promotional activity, it’s an exciting time for brands to be involved.

Without running the risk of sounding like a long-winded, over gushy Oscar speech, there’s simply no escaping the fact that cinema is where it’s at.

Not only is it a powerful medium that reaches 66% of people, it also allows you to engage consumers and target specific audiences to forge a partnership that can sit very nicely with your brand values and mission. And the results will be long lasting.

In our view, that’s as alluring as that sweet smell of popcorn you just can’t ignore…

Sodexo Neon provide the best possible connection between consumers lives and brand experience.  They’re all about running disruptive, attention-grabbing promotions and engaging consumers. Filmology, under the Neon umbrella, change consumer behaviour with the power of cinema, bringing distributors, cinemas and brands together for powerful promotions.

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Mars Wrigley Confectionery UK has announced the return of its Sweet Sundays promotion for the seventh year running. The popular initiative offers consumers free cinema tickets if they collect 10 stars found on the promotional packs.

Led by Maltesers, the promotion features Mars Wrigley Confectionery’s family of best-selling bitesize products including M&M’s, Galaxy and Milky Way. As with last year, the promotion will also include bars to bites pouches, M&M’s Crispy and Chocolate More To Share pouches, and the ever-popular Galaxy and Maltesers Teasers Large and More To Share blocks.

Lauren George, Brand & Trade PR Manager at Mars Wrigley Confectionery UK said: “Sweet Sundays is a proven category growth opportunity, offering high value to shoppers by overcoming barriers to their favourite out of home activity. Going to the cinema remains the UK’s number one activity to do outside of the home, with the highest admissions at the weekend. Our Sweet Sundays promotion provides consumers with even more opportunities to get free cinema tickets, as well as unlocking cross-segment opportunities for retailers to boost sales.”

Sweet Sundays is set to benefit hugely from media investment across major participating brands including Maltesers and M&M’s, ensuring they are front of mind for consumers when they are in-store. Building on this, retailers will also have eye-catching new Point of Sale materials to support in-store activation and help boost sales. There will be even better product differentiation this year for customers to drive added interest in 2018.

In order to claim their free cinema ticket, consumers need to buy two promotional ‘More To Share’ pouches or blocks, or five promotional Standard pouches, and visit www.sweetsundays.co.uk to register the codes and select their preferred cinema chain. Promotional codes must be registered between 00:01 on 13^th August and 23:59 on 31^st October 2018.

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Vodafone recently launched the #VodafonePocketCinema, which invited shoppers at the Birmingham Bullring to take a seat in giant comfy deck chairs, devour some popcorn and enjoy great content on a cinema screen made from over 100 mobile phone handsets. The experience was delivered by creative agency, Haygarth, in order to encourage visitors to learn about Vodafone’s new Red Entertainment Plan.

From August 16th to 19th, brand ambassadors offered phone demos and encouraged visitors to use the bespoke photobooth. Anyone that shared their photo online using #VodafonePocketCinema was in with a chance to win prizes from a pair of on-ear Bluetooth headphones to a Bluetooth Speaker. Additionally, Vodafone offered free popcorn to anyone that brought a cinema popcorn box from the stand into the nearby Vodafone store.

The epic cinema screen is an exciting first for Vodafone. Haygarth partnered with Syndicut to seamlessly play 105 cuts of content to create one epic viewing experience for visitors to the stand.

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Paul Parry of Filmology, part of consumer engagement specialists Sodexo Neon, Headline Sponsor of the IPM Awards 2018, explains why marketers can’t afford to miss out on the latest films SPONSORED COMMENT

From Heineken to Weetabix and Nissan, cinema offers a perfect vehicle for brands to reach segmented audiences with closely aligned film partnerships. Increasingly sophisticated data now enables companies to not only reach huge audiences, but make well-informed decisions about how to really make their target consumers sit up and take notice.

The feeling of being engrossed in a spellbinding film is a form of entertainment that has lost little of its lustre in over 100 years – and an increasing yearly UK audience of over 170 million people backs this statement up!

Even despite Death Star-sized challenges – including the rise of online streaming and increasing ticket prices – cinema is still the go-to place for blockbusting entertainment, reaching over 66% of the UK population, meaning there has never been a better time for brands to get involved in cinema.

Research by Mintel shows that nearly half (49%) of cinema goers go to the cinema without knowing what they want to watch, and instead make their choice when they get there. This is because they crave the overall cinema experience in its own right. This figure rises to 58% among the impulsive and daring 16-34 year olds, who trust the big screen to deliver on its promises.

Brand and film partnerships

Part of cinema’s unique appeal is how social it is – chatting with your friends or family, eating popcorn, sitting together in the darkness immersed in a shared narrative and trading views and opinions after the event. Cinema is an event in itself, and one that brands are now clamouring to be a part of.

Partnering with a major or independent cinema to offer ticket promotions or giveaways can prove hugely attractive for the two in three people who visited the cinema last year, particularly given the recent rise in cinema ticket prices.

For a relatively small investment, brands can deliver an experience that is worth so much more. You are offering an experience – a whole night out – if you reward your customers with a cinema ticket.

Compare that to trips to New York, for example: there are only so many of those that will fit the budget! With cinema, for a relatively low investment, brands can give every customer the opportunity to claim something of real value.

Captive audiences

In 2017, there were 788 commercial cinemas in the UK. The number of screens per site remained stable at an average of 5.3, but the proportion of sites with multiplexes (five screens or more) crept up – from 40.3% in 2011 to 46.2% in 2016. Put simply, the sheer number of cinemas in the UK means unless you’re frozen in carbonite or trapped in the quantum realm, it’s never been easier to visit a cinema.

Over 170.6 million people visited the cinema at least once in the UK in 2017 according to the UK Cinema Association; and it’s not a one-off, either. Audiences increased in 2017 by 2.4% over the previous year and are forecast to stay high for at least five more years – throwing shade on the naysayers who say that digital streaming has dented cinema’s appeal.

 According to BFI data, UK films were popular across all demographic groups; not only in the core 18-30 audience but also maintaining a particularly strong appeal for those aged 45 and over. We can drill down even further to see which films are most popular with different genders and social groups, which means we can help brands identify trends and inform their decisions about the most powerful films to partner with in future.

By the way, don’t ignore the power of the sequel.

21% of parents with children aged five and under said the last film they saw at the cinema was a sequel or part of a franchise. Popular franchise films are attractive to parents looking to engage young kids with notoriously short attention spans, as they already recognise certain themes and characters.

As for films for older children and grown up audiences, the success of franchises and ‘shared universes’ like Marvel, DC, Harry Potter and Jurassic Park is evidence that sequels, far from being quick cash-ins, are here for the long haul.

Mobile-free, perhaps – but not technology-free

Visiting the big screen is a shared, high-impact experience that plays to a captive audience all undertaking the same emotional journey. If you’ve seen Avengers: Infinity War, you’ll know what we mean! In a world where mobile phones play a part in almost every interaction we have, the cinema offers an increasingly uncommon opportunity to be completely free of mobile phones and social media.

However, you don’t have to be Tony Stark to enjoy the latest cutting-edge tech in the cinema. The introduction of 4K high definition digital films, IMAX screens and Dolby’s 3D Atmos sound systems have all contributed to enhancing the cinema experience like never-before; and that’s even before you throw in other incentives such as premier seating, direct-to-your-seat service and 3D films.

Earth’s Mightiest Promotions

For brands wanting to be involved in film promotions and partnerships, cinema offers an immensely powerful way to reach an enraptured and highly-targeted audience. From tickets to a film, to licensed merchandise giveaways, or even use of film assets – brands can use the ever-enchanting power of cinema to talk to consumers.

The right film campaign can help to drive home a company’s brand values, while adding credibility and extending its reach. In addition, a new release film will often secure acres of publicity in the press, whipping audiences into a frenzy of excitement, making lots of noise – and providing a vehicle on which your brand can hitch a lift.

You simply can’t argue against cinema’s power and effectiveness. It enables companies to engage a select audience, forge partnerships that align with their brand values, fits their budget, and meets their unique objectives.

Paul Parry is Head of Filmology, which is part of consumer engagement specialists, Sodexo Neon. Sodexo Neon is Headline Sponsor of the IPM Awards 2018.

To find out more about promotions with Star Power, click here…

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Soft drinks company Nichols plc. has launched a new ‘anti-advertising campaign’ for its Vimto brand, with a budget of £3m covering TV, social media (including a Snapchat lens) and digital, a partnership with student-focused viral content site Unilad, experiential sampling and what it says is an industry-first: personalised Video on Demand (VOD) and cinema.

The new ‘I See Vimto in You’ campaign, which launches during Love Island on June 4th, 2018 and runs throughout the summer, repositions the popular soft drinks brand with its target audience of 15-19 year olds. Nichols says the ad is engaging, disruptive and taps into the teen desire to be themselves in a world of constraints.

Its anti-advertising approach even goes as far as to suggest viewers should close their eyes rather than watch the advert. The new campaign also marks the end of brand representative, the Vimtoad, an animated character created by Aardman and introduced in 2014 to represent the product’s disruptive and anarchic element.

Emma Hunt, Head of Marketing at Nichols, says: “The approach is refreshingly different, just like Vimto. We want the ‘I See Vimto in You’ campaign to be a celebration of individuality and a catalyst for fun, encouraging teens to be themselves and take enjoyment from the everyday – like they do when they drink Vimto.”

Nichols says the campaign shouldhelp Vimto significantly increase its current sales value of £78m, claiming that the brand is in one in five households in the UK and continues to outperform the category, growing at +6.0% YOY.

Hunt adds: “The Vimtoad, who has starred in our campaigns over the past four years, has successfully helped us to deliver the message that Vimto is a multi-fruit soft drink. Under his watch, we’ve seen Vimto rise to its highest levels of brand awareness, but now it’s time to appeal to our core target audience in an innovative and contemporary way.”

The ‘I see Vimto in You’ national multi-media campaign will reach over three million teens across the country. This includes the Vimto brand’s return to TV, with the Love Island launch spot on June 4th. It will also break new ground with its unique personalised advertising across cinema and VOD, as well as experiential sampling, social influencer programme, the Snapchat lens and the partnership with Unilad.

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