As part of VK’s #WEAREFLAVOUR campaign, the RTD brand is driving excitement in the category by giving consumers the chance to mix, match, and submit the next flavour, coming to the lineup this year.

VK student ambassadors across the country will deliver the campaign to students on the ground, whilst a digital campaign across influencers, social media, and student sampling company, DIG IN, will drive engagement, reaching more than 10 million consumers.

With classic flavours like the original Blue, Orange & Passionfruit, and Tropical Fruits readily available both in on-trade, and major supermarkets across the UK, VK hopes the new summer flavour, as chosen by customers, will ensure the brand remains the go-to choice for the student market.

Daniella Mulvey, Senior Brand Manager at VK: “Over the years, we’ve seen just how passionate people across the UK are about VK, with many people firmly backing a favourite in the lineup – from Tropical Fruits to Black Cherry.

“As the number one RTD for flavour, VK not only delivers with category leading SKUs such as VK Blue, but across the lineup too, seeing more demand for the entire range than any other RTD, and delivering a higher ROS as a result.

“So what better way to share and celebrate our flavour range than by letting fans choose the next addition to the lineup. We can’t wait to continue building excitement for the whole range, and above all else, continuing to deliver the flavours that consumers want.”

Nominations to the ‘VK Flavour Vault’ are now open, giving consumers three weeks to submit their new flavour up until 9 February.

On the 19th February four finalist flavours will be revealed, then allowing consumers to cast their vote and choose the new flavour to become part of the VK line up. The winning flavour will be announced at an exclusive launch party, in a VK hot spot allowing fans to try the new flavour. 

The competition follows a survey of more than 8,000 students, revealing the range of flavours is why VK is no.1 for students. VK is the biggest RTD brand in the on-trade and the no.1 RTD for students ten years running.

Entries here – https://www.vkofficial.com/vk-flavour-vault/