WKD is encouraging consumers to ‘bring the party’ this summer as it aims to drive incremental sales with a new comprehensive marketing drive.
Be The Face is a £3 million programme of activities, aimed at 18 to 24 year olds, which incorporates a major sampling campaign for new flavour Mango Crush, brand experiences at 11 festivals in the UK and a social media prize giveaway.
Prizes include holidays to Ibiza, £150 of Ticketmaster vouchers and the chance to DJ at a major summer music festival.
The marketing campaign is interconnected with WKD’s emoji faces, which appear on bottle caps, point of sale and customer giveaways.
The brand will also be the focus of a series of Silent Disco events at holiday resorts in Spain and Cyprus, which are known to be popular with young Brits.
Amanda Grabham, head of brand marketing – alcohol at SHS Drinks, said the campaign “is all about being where our consumers are”.