Global Brands has released a raspberry & peach variant, and has teamed up with Boohoo to offer consumers 10% off Boohoo and BoohooMan with every purchase of VK mixed 10 pack.
With raspberry (+16%) and peach (+5%) each growing in popularity (GNPD Mintel, Dohler Trend Presentation), the company is confident that the new line will perform well. The new flavour comes in 6x70cl packs, with each bottle carrying a £2.79 pricemark. It will be available at various cash & carries, including Parfetts, SK Food and Drink, Abra, Forest Fresh and East End Foods, while the mixed 10 pack (rrp: £10) will be stocked at Spar, McColl’s and Nisa, as well as being available to independent convenience stores.
The firm has also launched a ‘#WeAreSummer’ campaign, which will see VK work with 2020’s Love Island star Luke Mabbott, in addition to the continuing partnership for the second year running with Alex & Olivia Bowen.
What’s more, the brand is running a competition in the mixed pack giving consumers, plus three friends, the chance to win a holiday to Ibiza in 2021. The brand will be embarking on a huge social campaign to drive awareness of the promo mixed pack. With influencer activity and giveaways lined up, the VK #WeAreSummer campaign is expected to reach over 23 million consumers.
Senior brand manager Charlotte Leaver said: “Heading into a summer unlike any we have experienced before, we want to make sure we are still delivering brilliant activity and value for our loyal fans, whilst continuing to recruit new VK advocates with enticing on pack offers.
“By partnering with an exciting and relevant brand like Boohoo, which has so much cross over with us in terms of consumer demographics and fun attitude, we are able to tie everything our consumers love about summer: great drinks, fresh new looks, and unforgettable holidays with their mates, into one awesome on pack promotion.”
The firm claims that VK is the fastest growing traditional RTD in the UK’s off-trade (Nielsen MAT to 09/11/2019 (Mults & Impulse) with VK 70cls nearly doubling their value (+95%) year on year.