2: Primary Research 1. Part B

Vimto

"Seriously mixed up fruits"

Replacing Shlurple the Purple in 2009, Vimto’s recent campaign features the anthropomorphised ingredients of the popular fruit soft drink engaging in various activities; which sees them ultimately becoming splattered together to make the drink.

Vimto Lowrider advert 2011

“The new Vimto advert, featuring the track Bounce 'n' Boom by Box Bottom, shows Raspberry and his catch phrase Hello Pretty Ladies, Grape and Blackcurrant in LA bouncing themselves to destruction in a Lowrider car whilst impressing three hot LA chicks.”

In the advert Vimto mixes real life with animation as the characters Raspberry, Grape and Blackcurrant although present in the finished advert; were not filmed alongside the 3 ladies. The new characters created by Oscar-​winning production company Passion Pictures (the team behind the animations for hit band Gorillaz) bring the two genres of animation and comedy together with what can only be seen as their idea of pulling girls. This includes a low-rider that wouldn’t be out of place in a cheesy rap video, or comedy film. In the ad we see the car move up and down because of a switch and button that blackcurrant touches; however as the characters are not real and were made in a studio, the car was instead operated by a remote control. So when the car was given that final jolt to ensure the guys got splashed together the girls were instead covered in a concoction of corn syrup and Vimto; rather than the main fruit ingredients of the drink.

Without being told that its been shot in America its very clear from the mise-en-scene, what with the tree’s, the road markings, houses and traffic lights to the low rider car and those Valley Girls it is clear as day Vimto is not in the homeland. Deciding to shoot in America is not at all patriotic but it does help to expand their market which I believe is where the producers were going with this. Despite not being on home turf the accompanying track Bounce ‘n’ Boom is by Manchester Dj Box Bottom; a not relatively known song til Vimto used it in the ad which has now had top 40 chart success.

What makes the advert more appealing is the fruit, by using the actual ingredients of the product to market it; it keeps in line with what the brand is, thus strengthening it. Vimto are taking the next step by letting the fruit become characters and have their own personalities as it makes them memorable. Who hasn’t watched the advert and immediately attempted a Russian accent just to say Hello Pretty Ladies. Its clear from the ad that Raspberry fancies himself as a bit of a ladies man, leaning out his window to talk to the girls and giving them the thumbs up you get the feeling he is the alpha male; saying that he is the more prominent character, being the only one to talk. Although all 3 seem to be up for impressing the ladies; as blackcurrant is the one to flick the switch activating the cars movement, before finally pushing the red button causing them to get splattered together.

The ad aimed at teenagers is ideal with the whole idea of trying to impress the girl, also without even having to mention or gesticulate towards it is for plain folk; as Vimto is such an institute to the nation who knows you can have it hot or cold as well as a fizzy drink. The ad serves it purpose at targeting teens but also getting that laugh out of the parents, and then the interest of a small child with its animation.