Flavoured alcoholic beverages are currently associated with
young drinkers and are considered too sweet and not as refreshing as other
drinks. The ideas below are therefore aimed at the older consumers aged around
24-35 and the ideas are to advertise VK as being refreshing and each bottle
contains a specific fruity flavour in order to cater for everyone’s needs. VK
bottles are brightly coloured so the aim is to use images of the bottles to
grab people’s attention and not only attract 24-35 year olds but also still
reaching out to the current target market as well. The idea is to make people
aware of VK and get them to take another look at the product as it has
different qualities to its competitors.
Unleash the Flavour
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| Source: Scottish licensed trade news. (2012). |
This could be used on a billboard as it is very eye catching
and would grab people’s attention with the bright colours. It gives the
impression that VK drinks are bursting with fruity flavours and it gives VK a
unique image that will reach out to more people. This ad is aimed at 24-35 as
they seem to want a refreshing drink and this gives the impression that VK
drinks are very refreshing. However this image would grab the attention of a
large variety of age groups just because of its vibrant colours and unique
style which gives the impression that VK can be enjoyed by any age group and
will provide refreshing fruity taste mixed with Vodka.
.
 |
| Source: Revolution. (No date). |
This image could be placed in a newspaper with a headline
saying ‘Thank VK for that’. The subheading may be ‘Freshness by the bottle load.’
The article to follow would be promoting the refreshing taste and the fruity
flavours. Although other flavoured alcoholic beverages do have a variety of
flavours, they do not taste of specific fruit as the VK beverages do. This
means that VK should appeal to a range of consumers and they can choose their
most preferred fruity flavour. There is a good variety of flavours so there is
something for everyone to enjoy.This would be a good way to target older consumers as they are most likely to read newspapers more so than younger consumers.
 |
| Source: Quainton, D. (2011). |
This image could be used to advertise VK on a bus as buses
are easily noticeable and the colourful image would also stand out to people
walking and also drivers/passengers. VK ran a campaign in 2012 called ‘What’s
your flavour?’ which was hugely successful and VK sales increased in pubs and
clubs and it allowed people to vote for a new flavour they would like to see
and the most popular answer was used to create a limited edition VK flavour in
2012. This campaign could be run again so advertising on buses would grab
people’s attention and can be aimed at all ages.
 |
| Source: Paskin, B. (2009). |
The VK LO could be advertised in food and drinks magazines
for consumers who are more health and weight conscious but still want to enjoy
an alcoholic beverage. VK LO is aimed at the older consumers aged 25 -34 as
this age group tends to be more health and weight conscious than 18-24 year
olds. This product would be aimed more so to females as they tend to be more
health and weight conscious than men so placing this advert in a female
magazine will attract women and will therefore generate more awareness of the
VK LO drink.
Reference list
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Paskin, B. (2009). VK Vodka kick now in low-cal
variety. Available [Online]:
http://www.bighospitality.co.uk/New-Products/VK-Vodka-Kick-now-in-low-cal-variety.
[Last accessed 13th Feb 2013].
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Quainton, D. (2011). VK and Goldschläger owner
brings in ID for experiential brief. Available [Online]:
http://www.eventmagazine.co.uk/news/1055402/vk-goldschlager-owner-brings-id-experientail-brief/.
[Last accessed 12th Feb 2013].
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Revolution. (No date). Revolution. Available [Online]: http://www.revolution-bars.co.uk/. [Last
accessed 12th Feb 2013].
-
Scottish licensed trade news. (2012). Keep ready to drinks in range. Available
[Online]: http://sltn.co.uk/2012/03/11/keep-ready-to-drinks-in-range/. [Last
accessed 12th Feb 2013].
