Global Brands is giving shoppers a free mobile phone charging power bank every time they purchase a 10-pack of RTD brand VK.

The new Electric mixed packs feature  six variants – Black Cherry, Tropical Fruits, Blue, Orange & Passion Fruit, Strawberry & Lime and Apple & Mango – plus a power bank.

Head of marketing Jen Draper said: “Power banks have become part and parcel of our everyday lives as we rely more and more on technology, but are particularly popular amongst millennials and generation Z, who have grown up using mobile phones.

“Our latest in-pack gift has been created to ensure we continue to give our consumers something they truly value, all while maintaining our commitment to support our off-trade customers.”

The Electric packs will hit stores at the beginning of September – in time for Freshers’ Week – and remain on shelf for six to eight weeks.

Students are the key target market for VK and last year’s limited-edition packs, which included doorstops, resulted in a 148% sales uplift.

Global Brands is supporting the off-trade activity with an Electric Tour that will take in 62 club nights in student unions and O2 Academy venues across the UK.

Meanwhile, Disaronno is driving Tesco shoppers into Bella Italia stores with a new neck collar promotion.

It will offer £10,000 worth of vouchers to use at all Bella Italia restaurants, and every bottle purchased will see the shopper automatically win a Disaronno cocktail at Bella Italia, with the choice of either the Sicilian Sour or Sunset on the Beach.

Gemma Monaghan, on-trade marketing manager, said: “We’re excited to be partnering with Bella Italia, as we look to focus on our Italian heritage and work with likeminded brands. The on-trade has always been a key focus for us and this is a great opportunity to support our Off-Trade partners whilst driving consumers into Bella Italia restaurants to experience the versatility of Disaronno, and how it can be used within different cocktails, inspiring them with ways to drink it at home.”