VK Vodka Kick aims to champion the weekend

Alcopop VK Vodka Kick is positioning itself as “the” fun, ready-to-drink choice in a new campaign championing the weekend. The Global Brands-owned drink is unveiling the strapline “VK Vodka Kick – The Official Sponsors of the V KEND” to rally consumers to vote for a “3-Day V KEND”.

The 1.3m campaign seeks to raise awareness among the young adult market by building associations with good times and recreational activities.

The first phase of the campaign will roll out at the end of October, targeting consumers on a night out and venues frequented by them. VK stockists are being urged to hold rally campaign nights with a number of supporting promotional offers.

Venues are being offered the chance to book an Election Night, which would include extra support from the V KEND promotional team, prize giveaways and a visit from the “Something for the V KEND” branded bus.

The initiative will be supported through radio, national and regional press, taxi and six-sheet advertising.

No television advertising is being booked. Tighter rules on alcohol advertising on television came into force on January 1, 2005. Since then, a number of alcohol brands have been found to be in breach because they appealed to under-age drinkers.

Marketing Week recently revealed the Advertising Standards Authority (ASA) ruled that campaigns for Diageo-owned Smirnoff Ice and WKD, the flavoured alcoholic beverage owned by Beverage Brands, both breached rules on alcohol advertising on television.