RTD brand VK is partnering with footwear retailer schuh in a campaign to celebrate the release of a limited edition 70cl sharing serve Kiwi & Pineapple variant, available in stores from tomorrow.
Following the success of last year’s summer campaign, VK are back with their exclusive on-pack promotional giveaway with schuh, featuring over ten chances to win a year’s supply of shoes from schuh, with one participant also winning a £1,000 cash prize.
The VK x schuh promotional mixed pack will be available to purchase from 25 May at Tesco, Asda, and Morrisons. The limited-edition Kiwi & Pineapple flavour will be available at select convenience stores.
VK will also be hosting a range of exclusive merch giveaways on Instagram.
Charlie Leaver, Head of Brand at Global Brands, said: “Following the success of last year’s campaign, which saw over 20,000 consumers entering the competition, and the demand for last year’s limited edition Ultra Violet outstripping supply, we are extremely pleased and excited to announce a summer partnership with schuh. Working with another fantastic Gen Z brand that aligns with our values and consumer base helps build engagement with our fan base and will kick off another fantastic summer for the brand. It was natural for us to refresh our campaign for summer 23.
Kellie Lauder, Head of Marketing at schuh, added: “Gen Z – and students in particular – are our heartland here at schuh, so we’re thrilled to be partnering once more with VK on their #WeAreSummer campaign, following the huge success of last year. Working with VK, who have a clear affiliation with students, is a natural fit for schuh and we’re excited to see this partnership continue in 2023.”
NAM Implications:
- Imaginative partnerships, a pre-requisite of the New Norm.
- Especially in a category as disrupted and under threat as footwear…
- i.e. standard innovation won’t cut it.
