The What’s Your Flavour? campaign is inviting Facebook users to come up with flavour suggestions.
The top three suggestions will be trialled in on- and off-trade venues in the UK.
VK fans have already entered thousands of ideas via an application on the Facebook page. They range from the ordinary, such as Strawberry, to the weird, such as Merry Mint and Black Coffee flavour, Global Brands said.
The campaign will culminate in a nationwide public vote, with the winning flavour being launched as a limited edition in time for Freshers’ Week revelry.
The creator of the best new VK flavour will be pictured on the promotional bottles and win a year’s supply of their product.
Global Brands marketing director Simon Green said: “The response to the competition really has been phenomenal.
“We’ve been recording hundreds of flavour ideas each day, which proves that the RTD category is still hugely important to today’s consumers.”
Green added: “The What’s Your Flavour? campaign is about engaging with our consumers by directly involving them in the future of one of their favourite drinks brands.”
The campaign follows the launch of VK Cheeky in March 2011.