Skip to content
Search
AI Powered
Latest Stories

VK announces Glow Up rebrand

VK announces Glow Up rebrand

VK, cornerstone of the UK’s leading independent drinks business Global Brands Ltd, has revealed a new logo and primary packaging redesign this week.

VK, the No.1 RTD for students eight years running has rebranded with a vibrant, bold design, which aligns with the brands positioning as relevant, playful, and cool.


The new packaging 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 of the alcopop.

The rebrand clearly distinguishes between flavours, making the range increasingly eye-catching for consumers, while highlighting the breadth of flavours on offer. 44 per cent of RTD consumers cite range of flavours as key purchase drivers, and VK’s brand activity and new appearance champions the variety in their range of drinks .

Following the rebrand, this September and October VK are launching their 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.

In total, over 20 million impressions will come from out of home activity and digital vans.

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.

“September is a key period for VK brand awareness, and we can’t wait to see the impact of our rebrand and largest campaign yet on our following in the key 18-24 customer segment,” said Charlie Leaver, Head of Brand at Global Brands.

An on-pack promotion will also support the new campaign, with ten bottles featuring a Glow Up sticker hidden in VK Mixed Packs across UK supermarkets from September 23rd. Winners that find a Mixed Pack containing a Glow Up bottle will receive a year’s supply of VK.

To redeem, take a snap of your winning Glow Up bottle with the glow up sticker visible and message this to the @vkdrink Instagram page. You’ll also need to provide your address and a picture of your ID to make sure you're over 18.

More for you

KitKat F1 partnership

KitKat becomes the official chocolate bar of Formula1

Nestlé and Formula 1 announced a worldwide partnership, making KitKat the official chocolate bar of Formula 1.

This multi-year collaboration is Nestlé's largest global brand partnership to date, signaling the ambition to reach a wider audience and achieve a higher rate of global growth.

Keep ReadingShow less
Kingfisher Ultra arrives in the UK

Kingfisher Ultra arrives in the UK

Kingfisher Drinks, the world alcoholic beverage company, has announced the launch of Kingfisher Ultra, a super-premium world beer with an ABV of five per cent, which is now available for convenience retailers to stock.

Kingfisher Ultra was launched in India fifteen years ago and is now one of India’s fastest-growing beer brands with a compound annual growth rate of 20 per cent between 2021-2023. Crafted with only the finest hand-picked malts, resulting in a strong but balanced profile, Ultra is brewed with a six-step filtration process and no additives, giving the liquid a beautiful natural golden hue. The distinct and stylish clear glass bottle and unique pull-crown lid cement the premium look and feel.

Keep ReadingShow less
muller clear pots

Müller converts Corner yogurt pots to clear plastic to reduce environmental impact

Müller Yogurt & Desserts said it is converting its iconic Corner yogurt pots from white to clear plastic, as the business works to halve the environmental impact of its packaging by 2030.

The majority of Müller Corner and Müller Bliss Corner yogurt pots have already converted, with the remaining volume taking place by the end of 2024.

Keep ReadingShow less
Zoa Energy Drinks

A view of Zoa Energy Drinks during the Food Network New York City Wine & Food Festival on October 14, 2023 in New York City

Photo by Rob Kim/Getty Images for NYCWFF

Molson Coors takes majority stake in Dwayne Johnson’s Zoa Energy brand

Molson Coors Beverage Company on Thursday announced that it is taking a majority ownership stake in Zoa, the better-for-you energy brand co-founded by Dwayne ‘The Rock’ Johnson, Dany Garcia, Dave Rienzi and John Shulman.

Molson Coors said taking a majority stake will allow it to lead the entirety of Zoa’s marketing, retail and direct-to-consumer sales and development. The deal represents one piece of Molson Coors’ strategic ambition to expand its total beverage portfolio.

Keep ReadingShow less
cadbury dairy milk

Cadbury core sharing bars to be wrapped in 80% recycled plastic packaging

Mondelēz International has on Thursday announced that its Cadbury core sharing bars, manufactured in Bournville and Coolock and sold in the UK and Ireland, will be wrapped in 80 per cent certified recycled plastic packaging, which can be attributed to plastic sourced from advanced recycling technology.

This move is the result of a collaboration with Amcor, a global leader in developing and producing more sustainable packaging solutions and Jindal Films, an industry leader in the development and manufacture of recyclable films designed for flexible packaging.

Keep ReadingShow less