This year, Vimto Cordial, which originated in the UK, celebrates 101 years of generating sweet gatherings between families and being a household favorite within Middle Eastern homes for more than 80 years.
‘Heritage’ is a brand value that has always been a part of Vimto and has subsequently led to the cordial’s success over the past decades. Eighty years ago Vimto was introduced to the Saudi family-business, Abdullah Aujan & Brothers. The functional relationship between the Aujans and the Nichols commenced when Sheikh Abdallah Aujan Sr. started working directly with John Noel Nichols and began importing and distributing large quantities of Vimto in the Middle East.
Year by year, the relationship between the two family-businesses grew, as did the popularity of Vimto Cordial. Soon, Sheikh Adel and John Nichols were introduced to each other by their fathers. Following in their fathers’ footsteps both Sheikh Adel & John went on to manage their respective companies’ to make Vimto Cordial the multinational success story it is today. Keeping with the tradition, the third generation of heirs, Abdallah Aujan Jr. and Matthew Nichols, are next in line to take Vimto forward, whilst preserving the Vimto legacy for the generations to come.
Anwar Alkhars, Brand Manager of Vimto, explained:
“The Generations theme was inspired from testimonials given by grandfathers to their grandchildren sharing the memories of breaking fast during Ramadan with the sweet and refreshing taste of Vimto. Vimto has become more than a beverage. It is now part of the Ramadan heritage, which is an essential message we aimed to convey in the new media campaign.”
The Generations campaign commenced on the 8th of August and is covering a large variety of media. With sponsorships of major TV channels and an aggressive outdoor campaign with print, online, mupies, megacoms and rooftops, Vimto is increasing its visibility even though the advertising industry has experienced a slowdown during the global recession.
“We are very pleased with the media campaign for Vimto during this Ramadan season. The ‘Generations’ theme resonates with our long standing commitment to providing the highest quality of product during a most celebrated season of gratitude,” commented Clayton Buckley, Vice President of Marketing.
“Our campaign remains vigorous despite the decline of regional spending on advertising. This year we have actually doubled our spending and will be reaching new territories,” Buckley continued.
Vimto’s exposure is crossing new borders this year with its advertising reaching Iraq, adding to the extensive visibility in KSA, Kuwait and the UAE. Following the success of last year’s online competition empowering women’s creativity, Aujan Industries has increased its presence online through another online recipe competition which can be found on the Maktoob website.
Monday, August 24- 2009 @ 9:55 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.