VK reveal a bold new visual identity for their best-selling mixed pack

The fastest growing traditional RTD in the UK’s off-trade[1] VK, is taking its best-selling mixed pack to the next level by revamping the design.

The disruptive, colourful new look will add to shelf stand out and modernise the existing pack. The pack will also now include the newest flavour, VK Watermelon, which was launched after a crowd sourcing campaign to find a new variant. VK Watermelon received 33,000[2] consumer votes and the campaign was viewed by over six million[3].

The VK mixed pack is outperforming competitors across the board, +18%[4] in value and +19%[5] in volume YoY. The mixed pack also has the best ROS[6] of all RTD ten packs, adding almost £2million[7] to the category in the last year. 2019 marks the 20th anniversary of the brand, with an exciting summer of activity ahead and a huge multi-channel campaign kicking off in May.

Charlie Leaver brand manager at Global Brands said: “As the number one RTD for students[8] having a look that appeals to the 18-24 audience is key and we know that the loud visuals of the new mixed pack will resonate with our demographic. The vibrant pack also makes for an eye-catching spot when on shelf, tying in with our fun coloured liquids and fruity flavours.”

The revamped mixed pack will be hitting shelves in Asda, B&M, Home Bargains, Spar, Nisa and independent convenience stores across the country this week.

 Sources:

  1. nielsen Ready to Drink 52 we. 01.12.18
  2. GBL Data, September 2018
  3. GBL Data, September 2018
  4.   nielsen Ready to Drink 52 we. 01.12.18
  5. nielsen Ready to Drink 52 we. 01.12.18
  6. nielsen Ready to Drink 52 we. 01.12.18
  7. nielsen Ready to Drink 52 we. 01.12.18
  8. NUS Drinks Tracker, 14, 15, 16, 17, 18

 

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Author: kimbarnard

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