VK, the award-winning RTD range, is running a new above-the-line advertisement campaign to promote its social media activity and music festival partnership.

The £1.2 million pound campaign will run across national consumer titles such as Metro, Zoo, Closer, More and Look magazine, reaching an audience of over three million during the next few weeks.

The adverts, which encourage consumers to join VK’s Facebook page to win festival tickets, form part of ‘Make a VKend of It’, VK’s biggest ever marketing push.

The £10 million campaign launched in January 2011 and has already involved a complete range re-brand, an on pack promotion exclusive to the off-trade and new on-trade point of sale that was created in partnership with renowned advertising agency, Cogent Elliott.

Kate Hodson, VK Brand Manager said: “This is a huge investment for VK. Everything about the brand has been revamped to make it modern and relevant to today’s consumers. It has been a long process but VK is ready for the next big consumer push.

"The new adverts convey VK’s brand values more clearly, and associate the brand with the activities that our target market enjoy.

"We are expecting the adverts to drive interest in the new VK Facebook page, which will in turn highlight our most high profile sponsorship to date – being the Official RTD partner of the UK’s biggest music festivals."

VK currently has the best rate of sale in the on trade RTD category and is the only RTD brand to increase distribution in the on trade*.

In the off trade, VK sales have doubled in May 2011 vs. May 2010**, due to national listings and new range addition, VK Cheeky driving consumer interest in the brand.

The £10million ‘Make a VKend Of It’ campaign launched in January 2011 with an aim to reinvigorate the RTD category and re-connect with consumers.

(sources: *CGA P03 2011, **GBL Ex-Factory Sales May 2011)