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.

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here