VK launches search for new flavour
Global Brands-owned VK has launched a campaign to find a new flavour for its ready-to-drink range.
The campaign hopes to reach more than six million consumers this summer as VK searches for a new flavour to join its Blue, Tropical Fruits and Orange & Passionfruit expressions.
VK is inviting fans of the drink to suggest a new flavour, with the chance to win a year’s supply of the new flavour if theirs is chosen.
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.
“Millennials and legal drinking age Generation Z 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 four most popular flavour suggestions will go head-to-head in a public vote, with the winning flavour being produced and added to the VK drink line-up.
Famous faces will each champion a flavour on Instagram, including Geordie Shore stars Chloe Ferry and Sam Gowland, Love Island and Ex on the Beach star Josh Ritchie and MTV Million Dollar Baby’s Lateysha Grace.
An in-pack promotion will also support the new campaign, as well as an online drink generator and social media campaign.
The winning drink suggestion will be announced in August and will then be put into production ready for launch with key partners.
Entries can be submitted through VK’s newly relaunched website vkofficial.com.