Aujan Industries, the Saudi Arabia-based makers of Vimto, announced today that the company is preparing for what could be the most successful Ramadan yet for the popular fruit-based juice cordial.
This year sees the return of the popular "Sweet Story Teller" campaign, with the iconic drink transforming into a narrator reliving cherished Ramadan memories and moments through the eyes of Vimto, collected from generations of memorable gatherings and celebrations.
The pan-Arab campaign will be supported across a range media, covering television, print, online, outdoor advertising and in-store promotions. Giant bottles of Vimto will appear on billboards flanked by the tagline "An Halawatil Liqa Sa Arwi," or "About the sweet moments...I will tell," while the Vimto Facebook page will ask fans of the brand to share their favourite Ramadan stories as well as their best Iftar recipes using Vimto.
Last year, sales of Vimto cordial passed the 30 million mark for the first time and Aujan Industries predicts this figure will be eclipsed in 2012 due to outstanding demand over Ramadan.
"The timing of this year's Ramadan during the hottest part of the year has the potential to push sales of Vimto cordial to record levels," said Kadir Gunduz, Chief Executive Officer and President, Aujan Industries.
"Although Vimto has been the favoured Ramadan drink for more than 80 years, we are proud to continue investing heavily in promoting the product, particularly as it gains popularity in new markets. We are particularly excited by our social media campaign which will allow people across the region to share their stories of joy, happiness and aspirations during the Holy Month," added Gunduz.