Global Brands has launched its biggest ever marketing campaign for VK and kicked it off by revamping the RTD range for 2011.
The £10 million marketing push will target consumers through an extensive social media campaign, music festival sponsorships, promotional activity in venues and above the line advertising, and the activity starts this month as the all-new VK bottles hit the shelves.
As part of the RTD’s biggest rebrand for 10 years, the VK bottles now feature a striking shield emblem, giving the range increased stand out on shelf and a modern look that research has shown 18 to 24 year-old consumers prefer to the market leader.
VK Blue and VK Ice have had a further makeover, and each now have clear bottles. While their flavours haven’t changed, it was felt that unveiling VK Blue and VK Ice added to the impact of the new-look range.
VK Brand Manager, Kate Hodson commented:
"VK needs to stay in touch with changing consumer tastes to keep the brand of the moment. We are investing £10 million to ensure VK is seen by more people than ever this year, and so we decided to completely makeover the range in preparation for its appearance at some of 2011’s biggest events."
In 2010, Global Brands invested £9 million to reach 14 million consumers through a national media campaign. Considering consumer and customer needs, and the competition within the category, the drinks company has ramped up the activity for 2011 to ensure VK holds onto its market leading position.
All marketing activity, including official sponsorship of this summer’s most popular music festivals, will be based around the new slogan Make a VKend of It, which was developed with renowned agency, Team Saatchi.
Global Brands has taken on a new PR agency to specialise in consumer campaigns, and also appointed social media experts to boost VK’s profile throughout the year.
Kate Hodson added:
"Make a VKend of It is about encapsulating the best bits of a great night out, event or weekend. Whether it’s the excitement and anticipation of planning the event, the event itself or re-living the great times that were had, Make a VKend of It gives us loads of opportunities to engage with and entertain our 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 a very exciting year. Although it’s still a tough market, VK has the best rate of sale in the On Trade and a stronger rate of sale than most RTD brands in the Off Trade*. Our increased investment shows our commitment to supporting the brand as well as the category."
On trade venues will receive brand new POS, including awareness posters, bar runners, bottle towers and tent cards to support the VK rebrand. For the off-trade, VK multi-packs have also been re-designed to mirror the premium look bottles.
(*source: CGA P10 2010)