Six-month trial is designed to showcase opportunity offered by brand’s licensed portfolio.
The first ever pop-up Vimto Factory has launched in Selfridges, with the aim being to show customers the breadth of products available for the brand.
The exclusive six-month trial – which began on July 18 – will aim to drive awareness of a range of the brand’s products and showcase the opportunity offered by the company’s licensed portfolio.
The pop-up is present at Selfridges Trafford in Manchester and in Selfridges Birmingham.
Shoppers will be able to purchase a range of items from the brand’s portfolio, including soft drinks, Vimto Slush, and confectionery, such as the new Vimto Vintage Fudge and the new Vimto Jelly Beans in addition to other classics like Vimto Bon Bons.
The products on offer are set to appeal to both the brand’s core target audience of teenagers, as well as a broader demographic including adults. The pop-ups will also feature a refreshed gift pack offering from the brand at a price point of £4.99 – £12.
Sub-brand Vimto Remix will also be available at the Factory.
To further engage shoppers, Vimto will run a consumer competition, giving away five ‘purple tickets’ worth £100 to be spent in-store at the Vimto Factory.
Helen Hartley, brand licensing manager for Vimto, commented: “This is a unique opportunity for consumers to see the breadth of Vimto products available, as their typical position within various categories across the store means they aren’t usually merchandised together. We cannot wait to showcase the wide variety of products that Vimto has to offer.
“Demonstrating the product quality and breadth of range in the licensed portfolio, we hope to generate new interest for listings with current licensees, as well as inviting potential licensees to get in touch and see how much the Vimto brand has to offer.”
Helen continued: “The Vimto Factory will create great impact at point of purchase, and we are delighted that a retailer as prestigious as Selfridges has endorsed the concept and chosen to place not one but two of these pop-ups in prime retail locations in-store.”
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