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V-KAT Schnapps campaign set to launch into student union bars

Published:  10 February, 2011

Inter Continental Brands ICB, is launching a advertising campaign for its new V-KAT Schnapps, in student union bars this month.

Targeting the key audience of 18 - 24 year old students, the promotion will break with an on-screen movie capturing distinctive the black and gold livery as V-KAT Schnapps is poured in slow motion.

Its focus is on the versatility of the brand as a "made to mix" category.

The campaign, will be broadcast with full audio on 42" plasma screens, from February 14, and will run for 13 weeks, at two spots per hour delivering 46,150,000 total impacts.

John Mills, managing director of ICB, said: "Subtv is the perfect medium for boosting awareness within this important consumer group. At 22%, V-KAT Schnapps has a lower %ABV than full strength spirits, a fact which finds a genuine resonance with young
adults who are increasingly aware of the level of alcohol in the drinks they enjoy when they get together to socialise or party."

V-KAT Schnapps is a blend of fermented and distilled alcohol and is available in 20cl, 35cl, 70cl and 1L glass.