Students to lap up V-Kat Schnapps
InterContinental Brands has unveiled its first marketing push since it was forced to withdraw the Vodkat name after a two-year dispute with Smirnoff owner Diageo.
The newly-named V-Kat Schnapps is targeting 18 to 24-year-old students with
a national campaign.
The drive will be broadcast in around 86 student unions later this month.
It will be broadcast with full audio on 42in plasma screens and will be running for a total of 13 weeks.
The campaign will focus on the versatility of the brand, which is "made to mix" with products such as cranberry and cola, and is said to be "purrrrfect with friends".
The company was forced to withdraw the name after Diageo complained that consumers would be misled into thinking the 22% ABV drink was vodka.
