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the first marketing activity for the brand, which has been introduced as a replacement for Vodkat, the schnapps product withdrawn by ICB after a long-running legal dispute with Diageo.?The activity, which begins this week and will run for 13 weeks, focuses on mixing the drink with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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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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