VK targets student demographic across key UK cities
READY-TO-DRINK brand VK has unveiled a new city centre focused marketing campaign to tap into the student demographic in time for Freshers Week.
Running across key UK cities, including in Glasgow for Scotland, the £1million multi-media campaign aims to place the brand at the front of mind for students and tap into the key Freshers season through the VK brand.
According to UCAS data, a record 262,820 prospective students have been accepted into universities for the 2026 academic year showcasing that there is no better time than to engage young adult shoppers with the VK brand.
The campaign will seek to build on the brand’s existing connection with the consumer demographic through some striking creative visuals that will take over more than 400 key student touch points across the five UK cities the campaign will run in – consisting of Nottingham, Glasgow, Leeds, Sheffield and Cardiff.
Through this, parent firm Global Brands reckons it will be able to reach an estimated 35million consumers throughout the campaign’s runtime during the key Freshers period.
At the centre of the campaign is the question ‘Out?’ to resonate with the typical student halls experience of nights out on the town and the pre-drinks that come with it. The creative will appear across campus locations and accommodation, as well as along popular public transport routes and student venues.
VK will also bring the campaign to life through some on-the-ground partnerships with different student societies, acting as brand ambassadors for their respective universities.
In addition to the out-of-home activity, VK’s enhanced RTD range, Vodbox, will make an appearance at some select university events during the time period.
Lauren Edwards, brand manager at VK, said: “It’s that time of year when students across the UK prepare to begin their university journey and embrace the chaos of student life, starting with the freshers’ period – an exciting milestone for students and an equally important period for VK.
“We know that VK has become synonymous with student life, so there’s no better time to grab the attention of our student audience and be with them right from the start of university life.
“‘Out?’ may be a simple question but it’s one that can kick-start some of the most memorable nights. Our aim is to ensure that the brand inspires people to continue making memories and keep VK front of mind wherever the night may take them.”
