VK launches ‘Find the Watermelon’ mixed packs to promote new variant

VK Mixed Packs

The latest addition to the VK range of RTDs, VK Watermelon, has joined the other six VK flavours in mixed packs – but only for the lucky consumers who find it.

The few who find one of the hidden VK Watermelon bottles will not only be one of the first to try the new flavour, but will also have the opportunity to get their hands on a VK Christmas jumper. Consumers can win by sharing a picture of their bottle on VK’s social media channels.

A targeted celebrity influencer campaign expected to reach nearly three million consumers is also set to go live, promoting the mixed packs, whilst also giving away more chances to win festive freebies.

This year’s Christmas jumpers are embellished with the VK logo, VK bottles, snowflakes, stars and built-in LED lights.

The new variant is set to be released in February 2019. It was chosen following a crowdsourcing campaign which saw Watermelon garner over 19,000 of the 35,000 votes cast across social media and the VK website.

Commenting on the hidden bottle promotion, Jen Draper, Marketing Director at Global Brands, said: “We’ve had a phenomenal response to the new watermelon flavour so far on social media with people in their thousands desperate to try the latest addition to the range. This is our way of allowing them to do just that ahead of the main launch.”

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