The firm behind RTD stalwart WKD has given the brand an overhaul, rolling out new packaging across the range as well as unveiling a new marketing campaign and announcing plans to launch two new lower-calorie variants.
Coinciding with the brand’s 20th anniversary, WKD’s packaging has been transformed with the roll out of new 275ml bottle shapes which incorporate a new WKD marque and bottle caps in a variety of bold, bright colours.
The revamped WKD range will now comprise four variants: the original WKD Blue and WKD Iron Brew flavours, and new variants WKD Berry and WKD Passion Fruit – the latter was formerly named WKD Blush.
WKD’s new-look range is being supported through ramped up marketing across social media and digital platforms as well as media and consumer PR activity, which runs with the tagline ‘getting the energy going’.
Jo Sykes, who led the WKD revamp project, said the team behind the brand “want to make RTDs inviting and exciting again so that 18 and 19 year olds are inspired to include them in their drinking repertoire”.