Global Brands is taking its ready-to-drink brand VK to students arriving at university for the first time through a touring club night.
The parties, called #DOUVK Nocturnal, will go to 73 venues around the country in September, October and November, from student unions to O2 Academies and clubs operated by The Deltic Group.
Drawing on “popular whimsical and festival vibes”, the nights have been developed by VK’s student life advocates and incorporate physical visual and digital elements, including an 8ft owl. They will reach an estimated 95,000 students.
VK is known for its student focus which has helped to make it their drink of choice, leading to it being the number-one RTD and one of the top three most trusted student drinks brands in the NUS Drinks Tracker surveys.
VK brand manager Abigail McCabe said: “Nocturnal is set to be one of the biggest parties in the freshers’ scene this year. VK-focused, it will encourage integration between students and ensure they start their university life how it’s meant to go on.
“Set to heighten the senses, it will resonate with party-loving students experiencing their first taste of freedom – with the unique VK twist.”
It will be supported by the brand’s social media-led #REWARDED campaign, which rewards VK fans for their loyalty.
The tour started on Saturday September 2 at Heriot-Watt University in Edinburgh.