Party town provides inspiration for latest limited edition
LAS Vegas was the inspiration for the latest limited edition variant of ready-to-drink (RTD) brand WKD.
Launched on Monday (January 5) by parent company SHS Drinks, WKD Vegas takes its cue from the “vibrant nightlife and neons” associated with the famous Vegas Strip.
Vegas-style signs are said to have inspired the logo on 275ml bottles of the limited edition variant, while graphics on cases of the product are designed to “convey the atmosphere of Vegas at night”.
The launch of WKD Vegas, which takes over from last year’s limited edition WKD Brazilian variant, will be backed by a social and online digital media campaign and consumer sampling activity.
Licensees will receive point of sale kits, which include scratch cards to give to consumers who purchase WKD Vegas, giving them the opportunity to win a pair of gold sunglasses complete with sideburns.
Debs Carter, marketing director for alcohol at SHS Drinks, said WKD Vegas will be available until December 2015.
“The success of WKD Brazilian limited edition this year, which generated approaching £1.5 million-worth of sales, has demonstrated that there is a real appetite amongst consumers for limited editions from WKD.
“Extensive consumer research identified the fact that being a limited edition made people want to try the new addition and that the Vegas theme is also a big pull.
“Las Vegas is the party town – associated with fun, high energy, great nights out – a perfect match for WKD.
“From the trade and consumer feedback we’ve received, we’re confident that WKD Vegas will be a winner for 2015.”