VK flavour search gains ‘unprecedented interest’

10th July, 2018 by Amy Hopkins

The search for the new VK flavour has been whittled down to four suggestions: watermelon, raspberry and pineapple, violet, and wild fruits.

VK flavour

The final four VK flavour suggestions

The Global Brands-owned RTD launched its campaign to find a new flavour last month, reaching more than six million consumers across social media and receiving more than 33,000 new flavour suggestions.

Voting is now open through VK’s official website and social media channels for consumers to select their favourite new flavour.

Watermelon was put forward by Sam Gowland, while Chloe Ferry, Lateysha Grace and Josh Ritchie suggested the raspberry and pineapple, violet, and wild fruits flavours respectively.

They will now champion their flavours and encourage the public to support them. The flavour that receives the most votes will be added to the permanent VK line-up, and its creator will receive a year’s supply of their VK flavour.

Voting closes on 27 July. The winning flavour will be revealed at the beginning of August and released in February 2019.

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.”

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