New TV ad puts brand in a spin
READY-to-drink brand WKD is back on TV screens with the latest instalment in its ‘have you got a WKD side?’ ad campaign.
‘Bike’ is set in a gym and depicts a group of friends out of breath and slumped over the handle bars of a row of exercise bikes.
The lack of action is interspersed with sudden and apparently inexplicable bursts of furious pedalling, until the reason for the fluctuations in tempo is revealed.
The ad launched earlier this month and will appear on TV, Sky Pub and video on demand channels, as well as the WKD Facebook page, throughout the summer.
Debs Carter, marketing director at WKD owner Beverage Brands, estimated the ad will be seen by almost 90% of the brand’s target audience.
“The latest ad will engage with viewers through the popular offbeat style of humour that has come to epitomise the brand,” she said.
“The new ad is set to achieve high levels of cut-through and will ensure that WKD is top of mind for consumers this summer.
“Since we launched the highly-successful ‘have you got a WKD side?’ campaign in 2001, WKD has built up an enviable track record of delivering memorable ads that resonate with viewers, and ‘bike’, which provides a humorous insight into the world of WKD consumers, promises to be another gem.”
The ready-to-drink brand is also the focus of a new promotional campaign, which was due to kick off this month and will run until autumn.
The ‘WKD weekends – bring it on’ campaign uses mobile augmented reality (AR) advertising: new smartphone technology which allows consumers to view ‘hidden’ interactive content by pointing their phones at a printed image.
WKD’s ‘head of weekends’ character will feature in the AR activity, as well as on POS material and in venues as part of a sampling tour.
Carter said the activity is designed to engage with consumers at the point of purchase.
“This innovative, cutting-edge campaign, coupled with the launch of our latest TV ad, demonstrates once again that WKD is Scotland’s number one because it’s always looking for new ways to entertain and engage with consumers,” she said.
“One latest point of difference is that by using ground-breaking augmented reality we continue to raise the bar versus our competitors.”