Nichols hopes to target weight-loss resolution-makers in the UK

Nichols hopes to target weight-loss resolution-makers in the UK

Nichols has lined up a post-Christmas marketing push for the Weight Watchers soft drinks portfolio in the UK.

The company, which produces the Weight Watchers-branded range under licence through its Vimto Soft Drinks division, said late last week that it will launch the consumer campaign in women's lifestyle press in the country next month. The activity will feature a GBP0.50 (US$0.80) money-off voucher for any product in the Weight Watchers offering.

Nichols will embark on a three-pronged effort for the brand next year, targeting the “key weight-loss periods in the calendar; New Year, the countdown to summer in May and the lead-up to the Christmas party dress season from October”.

Financial details behind the push were not disclosed.

“This next phase of investment will drive consumer trial of our 500ml RTD range, targeting weight-conscious shoppers ‘on the go’ during the lunchtime drinking occasion,” said Vimto Soft Drinks' marketing manager, Emma Hunt.

Nichols secured the exclusive rights to the Weight Watchers soft drinks concept late last year.

The range comprises three 50cl RTD fruit drinks - Brazilian Orange, Mango & Watermelon and Italian Red Grape & Raspberry - and three 1-litre PET Cordials - Sicilian Lemon & Elderflower; Italian Red Grape & Pomegranate; Chilean Plum & Raspberry.