VK reveals rebrand to target Gen ZBy Nicola Carruthers
Global Brands has given VK a packaging redesign to attract its core Gen Z audience.
VK has been given a ‘vibrant, bold’ design that is said to align with the brand’s positioning as ‘relevant, playful and cool’.
The redesign has also created an identity for each flavoured variant of VK, along with colourful labels. The move is part of the #WeAreVK campaign, which builds a character around each flavour.
According to Global Brands, 44% of RTD consumers cite a range of flavours as key purchase drivers. The rebrand is said to ‘champion’ the variety of VK’s range.
Charlie Leaver, head of brand at Global Brands, said: “VK is our iconic RTD brand, and has been a key part of young adults creating unforgettable experiences since its inception in 1997. Following a lengthy creative process, we’ve introduced new branding that reflects VK’s position as relevant, playful, and cool; characteristics that our Gen Z consumers align with.
“While you may have a favourite in the range, our Gen Z audience are actively looking for more flavour options, citing this variety as a key purchase driver. By adding lively, bold, and flavour-specific colours to each of our SKUs, we are highlighting this variety, and making the bottle increasingly stand out in late-night venues and across shelves.”
Following the rebrand, VK will launch its biggest mass awareness campaign for new university students in the UK during September and October.
The campaign is set to hit 27 million impressions over the next month, reaching drinkers across eight different consumer touchpoints.
The VK Glow Up Fresher’s Tour will take place across 50 dates, featuring UV effects and merchandise giveaways across cities such as London, York, Sheffield, Swansea and Leicester.
The initiative includes the brand’s first digital out-of-home (OOH) campaign, with online ad space targeting its core 18- to 24-year-old audience.
The OOH activity will feature in roadside formats, leisure venues and shopping centre displays.
A digital van tour will also boost impressions across 11 key cities, including Edinburgh, Manchester, Leeds, Birmingham and Cardiff. ‘
The OOH activity and digital van tour will result in more than 20 million impressions, Global Brands said.
Furthermore, three million consumers will be reached online through ITV video on demand, ITV2, ITVbe and YouTube, with further targeted display impressions on mobile, audio plays through Spotify, and eight million impressions across the brand’s social channels.
The campaign will also be supported by an on-pack promotion, with 10 bottles featuring a Glow Up sticker hidden in VK Mixed Packs across UK supermarkets.
Consumers that find a Glow Up bottle can win a year’s supply of VK by sending a photo to the brand’s Instagram page.
VK has also teamed up with retailer Schuh to help consumers ‘glow up’ their wardrobe with giveaways across the brand’s social media channels.