Global Brands looks forward to weekends with a vodka kick

Global Brands is stepping up the marketing for VK Vodka Kick with a new push aligning the RTD with weekend fun.

The £1.3m 'V KEND' campaign is aimed at young adults and uses the tagline 'VK Vodka Kick. Official sponsors of the V KEND'.

The promotional message will be communicated throughout VK outlets which will be encouraged to run special "campaign nights" where consumers will be able to vote at the bar for an extended "3 Day V KEND".

Drinkers who 'register' at the bar are entered into a draw to win a special range of prizes.

As well as PoS, the company is also offering pubs the chance to receive a visit from the branded "Something for the V KEND" bus.

Radio, national and regional press combined with poster advertising will also run, focusing on consumers' feelings of anticipation about the weekend.

The company is also ramping up its beer portfolio and giving a new lease of life to imported Mexican brew Salitos.

The brand is best known for its version that combines beer with tequila, which was dropped in the UK last month.

Now new distributor, Global Brands, plans to concentrate on the pure, tequila-free 4.7% abv beer that has never been available in the UK before.