Nichols has launched a GBP3m (US$4m) Vimto campaign in the UK that targets 15- to 19-year-olds with a Snapchat lens and a Unilad tie-up.

The campaign, which also includes a TV spot, will incorporate a number of other youth-oriented media channels as Nichols looks to bring teens into the brand. The TV ad debuted this week during popular reality TV show Love Island.

Head of marketing for Vimto Emma Hunt said: "We've seen great success with the Vimto brand growing consecutively for the past ten years, and remain ambitious for the future. Our new disruptive campaign looks set to break new ground having never been done before, which is certain to make an impact and drive sales."

The 'I See Vimto in You' campaign also signals the end of Vimtoad, the star of Vimto campaigns for the past four years. Explaining the change, Nichols said it is now time to appeal to its core target audience in an "innovative and contemporary way".

What can the soft drinks industry learn from The Coca-Cola Co? - Click here for a just-drinks comment

Expert analysis

Soft Drinks Packaging in the United Kingdom

Soft Drinks Packaging in the United Kingdom

Convenient pack types continued to grow in popularity across most soft drinks areas as many consumers favoured them for on-the-go consumption. However, the growth of smaller pack sizes intensified more