VK vote live this month
GLOBAL Brands is inviting consumers to choose the next new flavour for its RTD brand VK in a public vote this month, with the new flavour set to be announced in August.
The VK vote follows a multi-channel campaign for the brand which asked fans of the drink to suggest a new flavour for the brand. Support for the campaign included an in-pack promotion and PR activity.
Following the public vote, the four most popular flavour suggestions will go head to head this month in a public vote which can be entered at VK’s website.
VK brand ambassadors Lateysha Grace of MTV’s Million Dollar Baby, Josh Ritchie, star of Ex on the beach and Geordie Shore cast members Chloe Ferry and Sam Gowland will each champion a flavour on social media platform Instagram.
Once the winner is selected, the consumer who suggested the new flavour will win a year’s supply of their creation and the drink will go into production.
Millenials and legal drinking age generation Z don’t want to be told what to do or buy by a brand.
Jen Draper, head of marketing at Global Brands said: “Fans of VK are genuinely passionate about the brand and we wanted to take this opportunity to develop something truly unique, but most importantly, in collaboration with them.
“Millenials and legal drinking age generation Z shoppers don’t want to be told what to do or buy by a brand, they want to get involved and feel that they have been a part of the decision-making process, which is exactly what we have set out to do.”
The new flavour initiative comes off the back of what Global Brands has described as a “phenomenal year” of growth for VK. Global credited consumer initiatives including its VK student ambassador activity with increasing sales. The firm highlighted figures sourced from CGA which show VK sales growth of 11.9% by value and 9.5% by volume.
• Global Brands RTD VK is currently available in seven flavours: VK Blue, VK Ice, VK Strawberry & Lime, VK Orange & Passionfruit, VK Black Cherry, VK Tropical Fruits and VK Apple & Mango.
