This was a spot on advert from Vimto!

Using in their communications (what has probably been in the past a slight bug bear), the version of their brand name that so many people say incorrectly.

Years ago, in a relaunch, Skoda embraced previously well-known perceptions of their brand and people loved it.  They asked that motorists took another look and didn't base their decisions on what they had heard before.

More recently Aldi embrace this concept regularly, and use the high-profile spat with Marks & Spencer over Colin and Cuthbert in their adverts.. in 2021 Cuthbert make an appearance in their Christmas advert in handcuffs after being arrested, and even was spotted in the 2022 version.

It shows personality, makes people smile and can be memorable!  All in all - its what we would consider #goodmarketing