Fastest growing RTD amps up activity with branded power banks
VK, the fastest-growing traditional RTD in the UK off-trade and number one student RTD, has launched its latest off-trade activity to coincide with freshers’ and drive sales in the run up to Christmas.
Special edition ‘Electric’ mixed packs will contain a branded power bank – perfect for charging mobiles on the go. Due to hit stores at the beginning of September and be on shelf for 6-8 weeks , the packs will provide added value to consumers and form part of the brand’s through the line strategy to appeal to more consumers than ever before.
Speaking about the activity, Jen Draper, Head of Marketing at Global Brands, said, “Power banks have become part and parcel of our everyday lives as we rely more and more on technology, but are particularly popular amongst millennials and generation Zs who have grown up using mobile phones.
“Our latest in-pack gift has been created to ensure we continue to give our consumers something they truly value, all while maintaining our commitment to support our off-trade customers.”
The special edition packs will set the tone for the next 12 months for VK. Always innovating, the forward-thinking beverage is known for its all-encompassing focus on its key audience – students – but more recently has gained popularity in other key demographics thanks to an inclusive strategy designed to appeal to 24-30 year olds and beyond.
Last year, the brand’s special edition mixed packs which contained VK Doorstops, resulted in a 148% uplift in sales YoY.
The off-trade activity will be supported by the complementary Electric Tour. Hosting 62 clubnights around the country, including Student Unions, Deltic venues, and O2 Academy Venues – where the brand will sponsor British artist, Tom Zanetti’s, UK tour, it will engage tens of thousands of students over the course of two months.
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 VK website: www.vkofficial.com
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 Nielsen 52 we 30.06.18 – Growing +24% in value and +23% in volume
 NUS Students Drink Tracker 2017, 16, 15, 14
 GBL Data 2017 v 2016