VK is unveiling a campaign to reach more than 6 million consumers as it launches a nationwide search for a new VK flavour.

The competition asks shoppers to suggest a new VK flavour with the chance to win a year’s supply of the flavour if it is chosen. The four most popular flavour suggestions will go head to head in a public vote, with the chance to have their creation added to the VK drink line up. Celebrities will each champion a flavour on Instagram.

An on-pack promotion on VK mixed pack will support the campaign as well as an online drink generator and a jam-packed programme of PR and social media. The winning drink suggestion will be announced in August and will then be put into production ready for launch with key partners.

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.”

Flavour submissions will end on 22nd June, with the final four flavours unveiled and put to vote at the beginning of July.