Global Brands has announced a rebrand of its VK alcopop brand.

The rebrand includes new packaging which builds an identity around each of the brand’s flavours with colourful labels. Global Brands wants to highlight the brand’s variety of flavours, with 44% of ready-to-drink (RTD) consumers citing range of flavours as a key purchase driver.

VK has been the number-one RTD alcopop among students for the past eight years, and the supplier is supporting the rebrand with an advertising campaign targeting university freshers throughout September and October.

This includes the brand’s first-ever digital out-of-home campaign and a digital van tour across 11 key cities including Edinburgh, Manchester, Leeds, Birmingham and Cardiff.

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There will also be social media activity, video advertising across ITV2, ITVBe, ITV on demand and YouTube, and audio advertising on Spotify.

Charlie Leaver, head of brand at Global Brands, said: “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.

“September is a key period for VK brand awareness, and we can’t wait to see the impact of our rebrand and largest campaign yet on our following in the key 18-24 customer segment.”

Additionally, 10 promotional bottles featuring a ‘glow up’ sticker will be hidden in VK Mixed Packs across UK supermarkets from 23 September. Customers who find a ‘glow up’ bottle win a year’s supply of VK.

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