Ready-to-drink brand VK is giving consumers 20% off fashion retailer New Look with every purchase of its mixed 10-pack in its new ‘VK Sorts Your Summer’ campaign.
The on-pack offer is supported by a six-figure marketing push, which sees VK work with Love Island stars Alex and Olivia Bowen (both pictured) and a host of other relevant celebrity influencers.
The brand will be undertaking experiential activity over the summer, where fans can win the chance to be styled by the Love Island duo in New Look clothes, get their hands on exclusive VK merchandise and sample limited-edition VK flavoured adult ‘pick and mix’ sweets.
Personalised VK merchandise can be won across the summer VK’s website and social channels.
In addition, the brand is embarking on a sizeable advertising campaign in Heat magazine, The Metro, Lad Bible, The Daily Mail and The Sun to further bolster rate of sale. When combined with social media activity, the VK Sorts Your Summer campaign is expected to reach the timelines of over 30 million consumers.
Commenting on the New Look tie-in, Steve Perez, Chairman at Global Brands, said: “Fans of VK are genuinely passionate about the product and we wanted to partner with a brand that shared our ethos, fan base and demographic and reward them with an offer to complete their summer look.
“With an exciting summer of activity ahead, VK is there every step of the way to sort consumers’ summers, whether that be their summer fashion, festivals or fun times like BBQs and house parties.”
The VK mixed pack is available to Spar, McColl’s and Nisa retailers, as well as from wholesalers, with an RSP of £8 to £10.