Vimto has planned a series of 30-second and new 10-second advertisements for this year, featuring Purple Ronnie.

The latest series of advertisements will show Purple Ronnie in several comical situations with the strapline 'Vimto: The Fruitest Word I Know.'

In addition to the television campaign, which has been designed to drive awareness and increase UK sales levels across the Vimto range, Vimto will also be visiting over 12,000 independent retailers promoting the brand through local sponsorship.

"We are looking forward to another successful year for the brand." Said Emma Hunt, Vimto marketing manager.

And while the company concentrates on its £1.2m ($1.7m) Vimto campaign, Greg Jephcott has been appointed by Vimto Soft Drinks to grow its Indigo energy drink distribution within the on-trade.

"Greg adds extensive experience of the on-trade sector to the Vimto Soft Drinks team. His focus and determination to pull together the success of the brand in others sectors will enable us to drive our business forward," said managing director of Vimto Soft Drinks, Stuart Fawcett.

Ex managing director of Ridleys Brewery, Jephcott added: "We know that consumers love the taste, colour and style of Indigo and we will be clearly communicating these benefits to trade outlets along with details of the promotional back up we will be giving to the brand throughout the year."