Billed as a ‘party in a bottle’ by parent company SHS Drinks, WKD Brazilian is being rolled out ahead of this summer’s FIFA World Cup in Brazil.
The limited edition 4% ABV Brazilian variant will join the existing six-strong range and will be available until September.
WKD Brazilian’s launch is being supported by a digital media campaign and consumer sampling activity as well as washroom advertising, in-outlet activity and point of sale kits. Featuring straplines such as ‘It’s like a taste of Rio. Even if you’re in Rochdale’; ‘Go Copacabanas for WKD’; and ‘Brazilant!’, the POS kits are designed to “bring the party spirit of Brazil alive in pubs and bars”, according to WKD marketing director Debs Carter.
“Brazil and all things Brazilian are very much of the moment as we head into 2014 – Lonely Plant has recently tipped Brazil as the top visitor destination for this year and the country will certainly be the focal point for all footie fans when the World Cup gets underway this summer,” she said.
“Brazil also is renowned for its vibrant night and street life, especially at carnival time, and WKD Brazilian aims to capture this exotic party spirit in a bottle.
“With the spotlight being on Brazil this year, it’s the perfect timing to introduce this topical WKD limited edition – an innovation which will bring excitement and a new dimension to the RTD category.”