Global Brands has joined forces with brand names like Barry M cosmetics, Club 18-30 holidays and Zavvi to give consumers the chance to win a “weekend-enhancing prize”, including holidays, shopping vouchers and festival tickets.
The promotion, which will give consumers a claimed £4.5 million worth of prizes, will feature on neck tags on 18 million bottles between May and October; it will be backed by point of sale material and social media activity.
As part of the campaign, on-trade operators will be encouraged to host neon-themed VK parties, with Global Brands providing ‘win the ultimate VKend’ party kits, including neon visors, wristbands and glasses.
Marketing director Simon Green said the promotion aims to boost sales of VK by engaging with and rewarding consumers.
“The neon theme is very prevalent in the music and fashion industry at the moment, so we know it will grab their attention, and it gives licensees the opportunity to get creative with their upcoming promotions and capitalise on the opportunities the summer months present,” he said.
“With this huge investment, we want to communicate the importance of RTDs to a licensee’s offering. We also want to highlight how RTDs are still relevant to today’s 18 to 24 year olds.”