Ron and Lana

WKD has revealed this year’s line-up of special-edition pack formats to promote its association with the ITV2 and ITVX series Love Island.

WKD Orange & Passionfruit is the brand’s new flavour for 2023 and will be available to retailers as a limited-edition variant. The new flavour will be available in 700ml glass bottles with a co-branded Love Island design, and in 250ml slimline cans in WKD variety 10-packs.

Price-marked at £3.79 and available exclusively to independents, a neck label on PMP bottles signals that the new variant is included in the ‘2 for £6.50’ offer currently running across the entire WKD 700ml PMP range.

SHS Drinks is running its biggest-ever Love Island promotion so far. Available across WKD Blue 4 x 250ml can £5.49 price-marked packs and WKD Blue and WKD variety 10 x 250ml can multipacks, purchasers will have the chance to win Mediterranean island holidays or thousands of other prizes.

Via an instant-win mechanic using unique redeemable codes printed inside card multipack outers, purchasers of promotional packs can win one of five holidays for two people to either Ibiza or Mallorca. Thousands of other prizes are also up for grabs, including exclusive co-branded WKD Love Island merchandise items and £3-off-next-purchase vouchers.

Alison Gray, head of brand – WKD at SHS Drinks, said: “With an exotic new flavour in 700ml bottles and 250ml cans and our best-ever Love Island on-pack promotion, WKD is all set for summer. All the indicators prove that Love Island is without doubt ‘A Big Thing’ for our core 18 to 24-year-old consumers: they love it with a passion, and our impactful 2023 activity will drive sales for stockists.

“WKD’s support for the Love Island partnership goes from strength-to-strength each year and, like all good relationships, the more effort you put in, the greater the reward. Our Love Island packs will stand out on shelf and independents will benefit from increased consumer take-up of the promotional packs themselves, coupled with subsequent rate-of-sale growth generated by the £3-off-next-purchase vouchers.”