oost further interest into the RTD category with a new campaign for 2014.Global Brands’ marketing director, Simon Green, said: “Following the success of the VK rebrand in October 2014, which added a fantastic +48% growth to recent off-trade performance.
“We are further supporting this with a huge ATL campaign to put VK on the lips of all 18-24 year olds, helping to further steer the RTD category into the 21st Century.
“Running from 5th May to 31st November 2013, the Ultimate VKend competition will give consumers the chance to win a variety of exciting prizes.
“The main prize is a long weekend in Ibiza, including first class return flights, transfers, luxury accommodation, tickets to some of the biggest opening parties of 2015, boat party tickets and spending money – a once-in-a-lifetime experience which would usually be out of reach for most young consumers.
“Alongside the main Ibiza prize, we are also giving away spot prizes consisting of holidays to Malia, Zante, Magaluf and Ayia Napa, in conjunction with Summer Invasion, as well as VK POS and stock prizes such as fishbowl cocktail kits and sandcastle bucket party packs.”
Consumers can enter the competition via the new website at www.vkofficial.com, and can find out more information via the VK Facebook page (facebook.com/vkdrink) and Twitter profile (@vk_official).
To drive awareness of the campaign, the brand will be supporting in outlet on-trade, with themed screen media, drip mats and POS, and in outlet off-trade, with an on-pack promotion running on VK Mixed Packs.
Features in trade press and consumer dance music title Mixmag, along with heavy social media activity, will help to bring the VK campaign to the forefront of over 500,000 consumer minds throughout the activity.
With the new VK flavours helping to achieve the best ever preference scores at 94% with consumers aged 18-24, the Ultimate VKend campaign aims to brings the brand to life and cements VK as the number one student and best performing traditional RTD, making the brand a must-stock product this summer.
