After a period of rapid growth, Vimto sales were slowing. As the biggest asset of Nichols PLC, this was a concern. To kick-start growth, a change in strategy saw focus switch to 16-24s outside the brand’s North West heartland. A new creative direction, anchored in ownable brand truth, dramatized a compelling emotional benefit for this audience. Subsequently, the brand enjoyed double digit growth and its highest sales ever. Econometrics identified a significant uplift in the contribution of comms to this sales performance, with positive ROI not just in the long-term but short-term as well.