VK announces Glow Up rebrand

Global Brands has revealed a new logo and primary packaging redesign for the VK beverage range.

VK, the No.1 RTD for students eight years running now has a vibrant, bold design, which aligns with the brands positioning as relevant, playful, and cool.

The new packaging builds an identity around each flavour, with colourful labels highlighting the product.

This differentiation between each SKU comes as part of the #WEAREVK campaign, which builds a character around each flavour of the alcopop.

The rebrand clearly distinguishes between flavours, making the range increasingly eye-catching for consumers, while highlighting the breadth of flavours on offer.

44% of RTD consumers cite range of flavours as key purchase drivers (OnePoll Alcopop Survey 2018), and VK’s brand activity and new appearance champions the variety in the range of drinks.

Following the rebrand, this September and October VK is launching its biggest ever mass awareness campaign for Fresher’s, which is set to see 27 million impressions over the next month, reaching consumers across eight different consumer touchpoints.

This activity includes the brands first ever digital out of home campaign, with digital ad-space targeting the 18-24 key consumer audience for VK.

In total, over 20 million impressions will come from out of home activity and digital vans.

Online, three million consumers will be reached through ITV video on demand, ITV2, ITVbe and YouTube, with further targeted display impressions targeted.

Charlie Leaver, head of brand at Global Brands said following a lengthy creative process, Global Brands has introduced new branding that reflects VK’s position as “relevant, playful, and cool”.

He 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.”

September is a key period for VK brand awareness. To mark its importance, there will be an on-pack promotion to support the new campaign, with ten bottles featuring a Glow Up sticker hidden in VK Mixed Packs across UK supermarkets from September 23rd. Winners that find a Mixed Pack containing a Glow Up bottle will receive a year’s supply of VK.

VK is also teaming up with Schuh to help followers glow up their wardrobe, with giveaways taking place across social channels. And, VK are offering free delivery on any VK party packages purchased during Freshers, via Good Time In.

Experiential campaign activity across September and October includes a 50 date #VKGlowUp Fresher’s Tour, taking place with UV effects and merchandise giveaways.

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