Global Brands’ VK has revealed a new logo and primary packaging redesign.

Its new design aims to align with the brand’s positioning as “relevant, playful, and cool”.

It builds an identity around each flavour, with colourful labels highlighting the product. This bold differentiation between each SKU comes as part of the #WEAREVK campaign, which builds a character around each flavour.

Following the rebrand, this September and October VK is launching its biggest-ever mass awareness campaign for Fresher’s, which is set to see 27 million impressions over the next month, reaching consumers across eight different consumer touchpoints.

This activity includes the brands first ever digital out of home campaign, with digital ad-space targeting the 18-24 key consumer audience for VK. Out of home will be placed at hero sites, appear in roadside formats, in street and leisure formats, and on shopping centre displays. Geo-driven data will place the out of home advertising in-front of the target audience. A digital van tour is also boosting impressions across eleven key cities with a large target audience, including Edinburgh, Manchester, Leeds, Birmingham, and Cardiff.

Online, three million consumers will be reached 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.

VK is also teaming up with Schuh to help followers ‘glow up’ their wardrobe, with giveaways taking place across social channels. And, VK are offering free delivery on any VK party packages purchased during Freshers, via Good Time In. Available packs include a VK Mixed Packed Bundle, Fruity Festival Pack, VK Fan Faves, and VK Cheeky Cocktail Pack.

Experiential campaign activity across September and October includes a 50 date #VKGlowUp Fresher’s Tour, taking place with UV effects and merchandise giveaways, across cities with high student populations including London, York, Sheffield, Swansea, and Leicester.