This advert aims to target teens by depicting crazy fruit colliding to create Vimto's "seriously mixed up fruit" drink. It uses a drum and bass song, colorful graphics of the fruit, and attractive women to grab attention and convey that Vimto is a flavorful yet edgy drink. Various shots establish the scene and introduce the characters to emphasize Vimto's exotic taste. In the end, the women enjoy getting covered in Vimto, showing that those who try it will like the taste. The ad campaign maintained awareness of the brand through celebrity endorsements and spin-off ads conveying the message that Vimto is a unique mixed drink.
2. The Vimto advert I’m studying is part of a series, depicting a crazy trio of
fruit colliding together to create ‘seriously mixed up fruit’ ! This is both to
maintain product awareness yet give it a cool edgy twist to the brand
identity and previous adverts such as ‘Vimto poems’ or ‘dads pants’. Vimto
target teens with this new advert by adding a fairly good drum and bass
song and the sex appeal of women with the cool addition of a low-rider.
3. The ad begins with a Long shot which is used to establish the scene. A warm
lighting and pallet of colours with tints of yellow and orange give the scene a
Caribbean feel which is backed up and by palm trees in the mise en scene
connoting that the drink is flavourful and exotic just like the Caribbean.
4. The next shot is an over the shoulder shot which is also a close up..
Adverts are short so time is saved by introducing all characters in one
shot. The pretty girls are used in this second shot for sex appeal to grab
peoples attention. Vimto special effect of the fruit in the background are
contrasted against the white of the clothing and car to emphasise their
colours and increase peoples desire to buy the delicious drink.
5. Next a shot of the fruits in the car is followed by an abdominal attempt of
funny by giving the raspberry a ‘very comical’ line – ‘hello pretty ladies’ ..
The point of the shot is to display the fruits in all the fruity computer
graphic colours with red being most prominent connoting love, as in
LOVE VIMTO !
6. A dreary shot of the girls, whom of which are TOTALLY NOT
IMPRESSED by the fruits futile pulling techniques, is used to show the
people who don’t like the drink and who haven't tried it – (you’ll see
where im going with this in a minute)
7. So next the low rider starts jigging about telling the audience how crazy these
crazy fruits are which connotes the USP of Vimto that the fruits are ‘seriously
mixed up’ . The fruits are used as a vehicle for the drink showing how crazy
and tasty and mixed up they are.
8. A close-up allows the audience to fully recognise the characters. This clip is
shown as the drum and bass song ‘drops’ this will grab the attention of the
audience so the first thing they will see is the fruit so they can still sort of
understand the concept of the advert. The drum and bass music is used to
provoke the audience to give an emotional response of well.. A hype ! And
especially in teenagers as drum and bass is a genre which most listen too,
the song is important as this ad was recommended to me just because of the
song!
9. Then the collision of the fruit emphasising the benefits offered over similar
products – that Vimto is seriously mixed up and crazy which leaves a
connotation about the taste of the drink . Basically Vimto are saying why
have a bland boring normal drink when you can have our crazy concoction
of these mixed up fruits.
10. The women acting are ‘shocked’ to get covered in Vimto well everyone apart
from old matey in the back whos just got a beaming smile to be on the TV, not a
angry upset face where she has ruined her white top by covering it in fruit juice..
BUT…
11. Oh no everyone loves the taste of it showing the audience how great it
taste and how they don’t mind getting covered in juice because its
lovely Vimto! Refering to my point earlier – (you’ll see what I mean..)
This is to show that the people who havent tried it that they should
and how nice they will actually find it!!
12. Finally we end with the slogan in the bright bold colours of the Vimto
drink contrasted against the pavement and capturing peoples attention.
Next to the slogan is a couple of bottles of Vimto – Both the slogan and
bottle sit on the rule of thirds line where it is most likely to gain
attention.
13. Just after the launch of the low-rider ad, Vimto’s YouTube channel
posted videos of different celebrities endorsing Vimto such as Justin
Moorehouse and even clips from Eastenders.
14. A bunch of spin-off ads were created by Vimto to maintain peoples attention
now that they had it. The messages in all ads are overt and easily
understandable, buy our drink its great/crazy/mixed up .. Both spin-off and
the original had such a style where it wouldn't be to childish and go under
the target audience but wasn’t too old for people to switch off.
