Iconic alcopop brand VK has unveiled a ‘Glow-Up’ rebrand, set to be backed up by its biggest ever Freshers promotional campaign this September.
Especially popular among the student community, VK has been the number one RTD product within that category for eight years running, forming the cornerstone of parent company Global Brands Ltd.
As part of its ‘glow up’ VK has revamped its brand identity with a bold, vibrant design that aligns with the drink’s traditionally playful positioning.
In order to drive greater awareness around the rebrand, VK is set to launch its biggest ever 360 marketing campaign just in time for the start of the new university year with an estimated 27 million impressions across eight touchpoints.
Upcoming promotional activity will include VK’s first-ever digital out-of-home campaign set to be rolled out across the length and breadth of the UK – a digital van tour will equally boost impressions in major cities including Edinburgh, Manchester, Leeds, Birmingham, and Cardiff.
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The mammoth campaign is also set to reach an audience of 3 million via ITV video-on-demand channels and social media activity, which includes a product giveaway in partnership with footwear brand Schuh.
“VK is our iconic RTD brand, and has been a key part of young adults creating unforgettable experiences since its inception in 1997,” Global Brands head of brand, Charlie Leaver said.
“Following a lengthy creative process, we’ve introduced new branding that reflects VK’s position as relevant, playful, and cool; characteristics that our Gen-Z consumers align with.
She added: “While you may have a favourite in the range, our Gen-Z audience are actively looking for more flavour options, citing this variety as a key purchase driver.
“By adding lively, bold, and flavour specific colours to each of our SKUs, we are highlighting this variety, and making the bottle increasingly stand out in late-night venues and across shelves.
Concluding, she said: “September is a key period for VK brand awareness, and we can’t wait to see the impact of our rebrand and largest campaign yet on our following in the key 18-24 customer segment.”
