V-Kat in student TV ad push

05 September, 2011

Intercontinental Brands is to advertise its V-Kat schnapps brand on the university TV network SubTV.

The campaign is being timed to coincide with the start of the new term for students, and will run for 12 weeks from September 19.

It will focus on the brand’s versatility as a mixable spirit and as a brand to be enjoyed with friends.

ICB managing director John Mills said: “We have found SubTV to be the perfect medium for boosting awareness of V-Kat schnapps within this trendsetting consumer group.

“There is an increasing awareness of alcohol levels among young adult consumers, many of whom want to be clear about their level of consumption.

“At 22% abv, V-Kat has a lower abv than full-strength spirits.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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