The push will target consumers through a social media campaign, music festival sponsorships, promotional activity and advertising. It launches this month as new-look bottles hit shop shelves, and is based around the new slogan, Make a VKend of It.
The whole range now features a shield emblem, while VK Blue and VK Ice have been repackaged in clear bottles. Multipacks have also been redesigned.
“Make a VKend of It is about encapsulating the best bits of a great night out, event or weekend,” said brand manager Kate Hodson. “Whether it’s the excitement and anticipation of planning the event, the event itself or reliving the great times that were had, Make a VKend of It gives us loads of opportunities to engage with and entertain consumers. We are putting an emphasis on social media in 2011 because it is a massive part of our target market’s lives, and an effective way to engage with them.
“The rebrand is part of VK’s evolution and the starting point for an exciting year. Although it’s still a tough market, VK has a stronger rate of sale than most RTD brands in the off-trade and our increased investment shows our commitment to supporting the brand as well as the category.”