Vimto is leaping ahead with the launch of a new look and £6.5m advertising campaign that will broaden the appeal of the soft drink and boost sales.

The brand is attempting to attract more mums in the next phase of its Seriously Mixed Up Fruit campaign by introducing a new figurehead, Vimtoad, a cheeky northern toad created by Oscar-winning Aardman Animations.

Redesigned packaging, which rolls out this month, has been created to drive trial and frequency of purchase with mums by emphasising its mixed three fruit flavour ingredients and no added sugar variants.

Vimtoad will feature across TV, radio, social media, experiential sampling, trade communications and digital activity. A TV ad begins on April 26, running on ITV1, E4, Sky 1 and SkyLiving, during programmes that both mums and teens will watch. The first ad will air during Britain’s Got Talent.

“Seriously Mixed Up Fruit is loved by teens and has helped Vimto grow year on year, making it a strong offering for retailers to stock,” said Clare Brown, Vimto brand manager. “Vimtoad and our new packaging will continue to appeal to our young consumers while attracting a wider audience, especially mums, who are looking for a brand they can buy for the whole family.”

The brand has also launched a water enhancer, which provides 25 cordial servings in a convenient 50ml pack. They are designed for mums on the go and to encourage people to drink more water.