Vimto and Wavemaker UK paint towns purple as they dare the public to love the taste of the iconic drink

Last year, phase one of the “Love the Taste” campaign drove a 15% increase in shoppers*, and now it’s back and bigger than before

Beloved soft drink Vimto announces the second phase of its award winning “Love the Taste” campaign across the UK. Featuring bold creative and a multi-format media plan created by Wavemaker UK, the campaign will run on channels from video to podcast to vibrant bus wraps to spotlight the irresistible flavour of Vimto, offering shoppers to love the taste or get their money back. 

With a uniquely refreshing flavour and firm heritage in Manchester and across the North of England, Vimto worked with Wavemaker to roll out a bold campaign that makes the brand feel like a national anthem. Daring new shoppers around the UK to taste-test the fruity range, the “Love the Taste” creative is targeted to those who like to try new drinks with high impact formats across on-the-go OOH placements, VOD, Cinema, Audio, MailOnline, Activision and Blis.

The bold new message of the campaign, “Love the Taste”, grabs attention while reinforcing the brand’s playful edge, and as the drink maker targets new shoppers, Vimto’s cheeky branding will be painting towns and cities purple – from screens to streets. The second phase will see the return of Vimto’s successful dynamic creative DOOH campaign, highly commended in the 2025 Outdoor Media Awards’ Cross Format category. This will see ads run across the London Underground and transport hubs, bringing the money-back guarantee to roadside, rail, mail and large formats with location-based messages.

This tried-and-tested approach will be supported with iconic OOH spots on bus wraps and T sides, and an exciting new partnership with Acast’s “Help! I sexted my boss” podcast. In an immersive ad slot going live today, Jordan North, podcaster, presenter and avid Vimto lover, dares co-host William Hanson to love Vimto in a blind taste test, bringing the magic of the drink to life for listeners. 

Alongside the promotion of the classic Vimto soft drink, the campaign will also support Vimto Energy, an energy drink with the same refreshing taste. The new drink will feature in contextual OOH environments, including gym screens and malls. Nichols has previously announced its plans to grow revenue by 30% by 2029, with new products and new customers key to its success.

Jenny Powell, Vimto Brand Controller at Vimto UK, said:

We’re a proud northern brand, but why should we keep the deliciousness of our drink to ourselves? With “Love the Taste”, we set out to get our undeniably tasty soft drink in front of as many of the British public as possible, the campaign with Wavemaker had incredible results.

“As we launch phase two together, the new strategy and exciting podcast partnership with Jordan and William are sure to bring the Vimto name – and taste – into shopper’s hearts once more.”

Mark Brogan, Managing Partner at Wavemaker UK, said:

“As years-long fans and partners of Vimto, we were excited to build on the brilliant “Love the Taste” campaign with a fresh approach and even fresher products. To inspire new and potential Vimto-lovers to take the leap, we had to build a campaign that would catch their eye before they even stepped foot in a supermarket. With bold OOH spots, a brilliant podcast partner and a digital and VOD campaign to match, we’re making sure that the Vimto name is – just like its iconic drink – completely unmissable.”

*Source: KantarWorldPanelOnline, Total Coverage, Total Vimto, 12we 09.06.24