VK has unveiled a new logo and packaging design in a bid to position the RTD brand as “relevant, playful, and cool”.
The new packaging builds an identity around each flavour, with colourful labels highlighting the product. This differentiation between each SKU comes as part of the #WEAREVK campaign, which builds a character around each flavour of the alcopop.
With 44% of RTD consumers citing range of flavours as a key purchase driver, the rebrand clearly highlights the breadth of flavours VK offers.
Following the rebrand, VK launched its biggest-ever mass awareness campaign, which will see 27 million impressions reach consumers across eight different touchpoints over two months.
This activity includes the brand’s first ever digital out-of-home campaign, with geo-driven data targeting VK’s key 18–24-year-old consumer audience. A digital van tour is also boosting impressions across 11 key cities with a large target audience, including Edinburgh.
Online, three million consumers will be reached through ITV video-on-demand, ITV2, ITVbe and YouTube, with further targeted display impressions on mobile, audio plays through Spotify, and across the brand’s social channels.
An on-pack promotion also supports the new campaign, with 10 bottles featuring a Glow Up sticker hidden in VK Mixed Packs. Winners that find a Glow Up bottle will receive a year’s supply of VK.
The brand is also teaming up with Schuh to help followers glow up their wardrobe, with giveaways taking place across social channels.
