Number one RTD for students[1] VK launch ‘Find the Watermelon’ mixed packs into the off-trade.

The fastest growing traditional RTD in the UK’s off-trade,[2] VK, are adding a festive treat for consumers into selected mixed packs this winter.

After an extremely successful on-trade launch with Deltic nightclubs, the newest fruity flavour in the VK line-up, VK Watermelon, will be joining the other six successful VK flavours in the mixed pack – but only for the lucky consumers who find it.

The fortunate few who find one of the hidden VK Watermelon bottles will not only be one of the first to try the new flavour, but will also have the opportunity to get their hands on the ultimate sought after VK merchandise; the VK Christmas jumper. Consumers can win by simply sharing their exclusive bottle on VK’s socials.

A targeted celebrity influencer campaign expected to reach nearly three million consumers is also set to go live, promoting the mixed packs, whilst also giving away more chances to win the festive freebies. With VK merchandise always in demand, this year the Christmas jumpers are better than ever. Embellished with the VK logo, VK bottles, snowflakes and stars, the jumpers have LED lights built in, making for a super eye-catching look.

Jen Draper marketing director at Global Brands said: “VK is a brand that always has it’s consumers at the heart and this latest campaign is no different. We’ve had a phenomenal response to the new watermelon flavour so far on social media with people in their thousands desperate to try the latest addition to the range. This is our way of allowing them to do just that ahead of the main launch in 2019, rewarding our loyal fans but in an engaging and authentic VK way.”

After a phenomenal year of growth, the VK mixed pack is +22%[3] in value and +21%[4] in volume YoY, with a rate of sale more than eight[5] times that of competitor’s offerings. This year VK has focused whole-heartedly on giving consumers what they want. The recent crowdsourcing campaign to find the new VK flavour reached six million consumers, amassing 33,000 votes, 19,000 of which were for watermelon. Adding the watermelon flavour to the mixed pack will help reward consumers for their votes and drive sales in the lead up to the party season.

[2]nielsen 52 we. 08.09.18

[3] nielsen 52 we. 08.09.18

[4] nielsen 52 we. 08.09.18

[5] nielsen 52 we. 08.09.18