• Added: 23rd April 2018
  • News


Student favourite and officially the number one traditional RTD in the UK’s on-trade*, VK, today unveils a major multi-channel brand campaign designed to reward and appeal to their loyal student fanbase as it launches the first VK Student Ambassador programme.

The ‘VK Student Ambassadors’ campaign kicks off with a UK wide search to find the most passionate VK fans and the chance to be employed by the brand to help showcase the RTD at their University. Students will be encouraged to send in a short video highlighting why they are the perfect ambassador with the finalists going through to a live judging panel at VK HQ to crown the first ‘VK Student Ambassadors’ team.

A VK ambassador tour will also hit key university cities starting with Sheffield, Nottingham, Loughborough, UAE and Cardiff where fans of the drink can submit a short video entry to the competition on the day, sample the VK range and talk to the team.

Jen Draper, head of marketing at Global Brands, said, “We designed this exciting new initiative to really get our VK community involved in the brand and become part of its future growth. Our Student Ambassador programme will ensure that VK continues to be the number one drink of choice amongst students as we carry on innovating in the sector.

“The Student Ambassador programme forms part of our exciting ‘Summer of VK’ plans where we will reach over 6 million 18-24-year-old students. Having relatable and real role models that know and love a brand is something that Generation Z really wants – so having our own on the ground VK Ambassadors is the perfect fit, ensuring that we give our audience exactly what they want – when they want it.”

On top of the joy of working for their favourite brand, and getting paid up to £100 per month, the ambassadors will also receive exclusive sought-after gig tickets, access to VIP parties and VK merch, while receiving support and advice from one of the most exciting student-focussed brands in the UK.

The new initiative comes off the back of a phenomenal year of growth thanks to its unwavering focus on its core consumer. Now worth £52.5m in the UK on-trade, it is the only traditional RTD brand in growth (+11.6% in value and +11.7% in volume)[1], and to have seen consecutive growth for the past year and a half.

VK is an award-winning range of RTD beverages and the only brand to revolutionise the RTD category with seven flavours: VK Blue, VK Ice, VK Strawberry & Lime, VK Orange & Passion Fruit, VK Black Cherry, VK Tropical Fruits and VK Apple & Mango.

To find out more about the campaign visit the new VK website: www.vkofficial.com/ambassadors


[1] P10 2017 CGA