Packaging facelift for RTD brand

RTD brand WKD has a new look following a packaging revamp across the entire range.

The new design, which is being rolled out across all pack formats and variants of WKD, features a refreshed logo as well as new bottle graphics designed to highlight the word ‘Original’; there’s also a crowd scene visual on the 330ml can format.

WKD packaging has been revamped.
WKD packaging has been revamped.

New point of sale items have been created to accompany the revamp.

Debs Carter, marketing director for alcohol at SHS Drinks, the firm behind WKD, said the new packaging design “reinforces the premium positioning of WKD and also increases visibility and stand-out in the chiller”.

“When we researched the new design consumers responded very positively to the fresh, contemporary look and the crowd scene image particularly resonated with WKD consumers,” said Carter.

The packaging revamp was accompanied by the announcement that WKD’s sponsorship deal with reality TV show The Only Way is Essex (TOWIE) has been extended.

The brand will continue as sponsor for the 14th season of  TOWIE with sponsorship across broadcast, online and mobile platforms.

Carter said the programme has “proven appeal” with the brand’s customers.

“It’s a fantastic fit for WKD consumers and once again highlights WKD’s commitment to activities with strong consumer appeal,” she said.

The Only Way is Essex airs on ITV’s free to air channel ITV Be, which launched last year.