£10m marketing push for VK

This month, VK gets both an updated bottle design and a £10 million marketing push to boost sales throughout 2011.

The campaign, which will sport the slogan the new slogan Make a VKend of It, will use social media, music festivals, promotions and advertising to boost the alcoholic RTD's presence, is part of VK's biggest rebrand for 10 years.

The new VK bottles will feature a shield emblem and "a modern look" to capture the attention of the drink's target consumers. While, as part of the redesign, both VK Blue and VK Ice will also become available in clear bottles.

VK brand manager, Kate Hodson said: "We are investing £10 million to ensure VK is seen by more people than ever this year, and so we decided to completely makeover the range in preparation for its appearance at some of 2011's biggest events."

Hodson added: "We are putting an emphasis on social media in 2011 because it is a massive part of our target market's lives, and an effective way to engage with them."

Pubs will receive POS, including awareness posters, bar runners, bottle towers and tent cards to support the VK rebrand.