WKD is to benefit from a major new ad campaign this autumn, when owner SHS Drinks will be supporting the brand with an engaging approach that it says is set to turn heads.
The £2m campaign kicks off in late September, with support running throughout the remainder of 2024. The lead striking posters will be complemented by additional, lager equivalents in key high traffic areas in prime locations.
The strategy behind the campaign is to reinforce consumer recognition of WKD as ‘the original and best’ RTD, with all executions focusing solely on the lead WKD Blue variant. Using the brand’s trademark humour, the impactful, eye-catching posters are designed to talk to the key 18-21-year-old demographic, whilst leaving most others ‘in the dark.’
Following the same humorous urban-speak theme, the nationwide poster campaign will be supplemented by 30-second ads on Spotify. Through the tight targeting of music genre and leading podcast subject matter, these radio-style ads will talk specifically to WKD consumers, appearing within content that they know and love.
Also, by the end of October 150,000 bottles of 4% abv WKD will have been given away, re-enforcing the media campaign and driving trial of the triple-distilled vodka RTD. In an innovative approach, WKD will utilise sampling in student halls of residence, as well as at carefully selected workplace environments which heavily over-index versus the brand’s core audience.
Alison Gray, head of brand for WKD at SHS Drinks, says: “Our bold and forthright campaign will raise brand awareness from the all-important start of the new university term right through to the key festive period.”
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