VK’s new range is proving to be a storming success, changing the face of the RTD market.
Global Brands’ Marketing Director, Simon Green, comments:
“The new range has added a fantastic +9% growth to recent VK performance* in a market declining at -17% and the feedback we have received from the rebrand has been incredible.
“Given that the category is in decline, we set ourselves the challenge to single-handedly steer RTDs into the 21st Century with VK, investing in innovation. The result: a complete VK rebrand with six new flavours.
“In a taste test of consumers aged 18-24, the new VK flavours helped us to achieve our best ever preference scores at 94%** and we’ve been inundated with positive consumer comments via our social media channels, with follower numbers increasing by more than 43%*** since the launch in October 2013. Customers have embraced the changes with new flavours filling fridges throughout the trade.
“The bright new VK rebrand isn’t solely for the fridges though, with the vibrant linear branding given full exposure via new POS for customers. Posters, screen media, staff t-shirts, till toppers and badges bring the brand to life in venue.
“A real buzz has surrounded Ice Storm, which offers the on-trade a unique selling point with its innovative edible glitter ingredient. Adding an icy glimmer to the cold winter months, VK Ice Storm can be mixed with Corky’s Mango Glitter Mix, lemonade and ice to produce a glittering Snow Globe fishbowl, appealing to group nights out. As we look forward into 2014, we have an exciting array of on-trade activity planned throughout the year, including customised shared serves for Easter, the World Cup, Freshers and Halloween, with the flavours lending themselves perfectly to create innovative new serves.
“The amazing response to the new VK flavours proves that the RTD category is more than worth the investment in innovation and as the number one student and fastest growing RTD, we are proud to cement VK’s position at the top of consumer interest for 2014.”
*GBL Data to Dec 2014
**GBL Research 2013
***Facebook Data 2014