Vimto (@VimtoArabia) is one of the most popular drinks in Saudi Arabia and the wider region during Ramadan. In 2020, as the pandemic limited people’s movement and celebrations, Vimto turned to Twitter to lift people’s spirits with a shareable campaign that encouraged Saudis to #PassVimtoJug.
Drawing on Vimto’s brand heritage and strong consumer loyalty, the aim of the campaign was to inspire different generations to carry on the habit of sharing and enjoying Vimto during iftar meals.
The campaign launched with an influencer-led video which was pre-rolled against premium, relevant Ramadan content. The video showed influencers enjoying Vimto and passing it on, and encouraged the audience to join the campaign by sharing their own videos using the hashtag مرر_ڤيمتو# (#PassVimtoJug).
As the hashtag began to build momentum, @VimtoArabia shared a series of delicious Vimto Creations-inspired recipes so that consumers could find new ways to experience the beverage in desserts and drinks.
At the end of Ramadan, @VimtoArabia compiled and shared a video of the best user-generated content created as part of مرر_ڤيمتو# (#PassVimtoJug) throughout the holy month, bringing loved ones together despite social distancing.