A DECADE of demonstrating its ‘WKD side’ is credited with keeping the RTD brand firmly in the drinks repertoire of young adults.
The ‘have you got a WKD side?’ marketing campaign, which celebrates its tenth anniversary this year, has helped WKD establish an “extremely loyal following”, according to parent company Beverage Brands.
It aims to build on that with new TV ads later this year.
The drinks firm has also sought to expand its presence on social media sites like Facebook, which it said allows consumers to “engage and interact instantly” with the brand.
And it aims to reach more consumers next month with on-trade activity designed to appeal to young adults. The instant-win promotion on its core range of WKD Blue, Red and Iron Brew aims to “continue the momentum” the brand is said to have gained from the launch of its first limited edition variant, WKD Purple, earlier this year.
“From the outset we’ve always sought to create a real point of difference – whether it’s the flavour, colour of the liquid or advertising – and this approach has formed the bedrock of WKD’s long-term success and continued growth,” said marketing director Debs Carter.
“WKD is performing extremely well in the on-trade in Scotland and is growing across all key measures: volume, value, rate of sale and distribution. The combination of impactful advertising, sponsorship, innovative promotional activity and an extensive range of trade deals will ensure that WKD continues to appeal to young adults and drive sales for stockists in Scotland.”