V-Kat ads debut in student union bars

18 February, 2011

Intercontinental Brands is advertising its new V-Kat schnapps brand on plasma screens in 86 student union bars.?The campaign is the first marketing activity for the brand, which has been introduced as a replacement for Vodkat, the schnapps product withdrawn by ICB after a long-running legal dispute with Diageo.?The activity, which begins this week and will run for 13 weeks, focuses on mixing the drink with cranberry, cola or orange juice.?Managing director John Mills said student TV was “the perfect medium for boosting awareness within this important consumer group”.

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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