WKD is stepping up activity for the key Freshers period, with a major programme designed to drive trial and purchase and convert campaign momentum into sales for retailers.
Freshers activity will include fridge sampling across 800 student accommodation sites in Manchester, Sheffield and Liverpool, featuring WKD Core, X and Vibe. A dedicated hotline will also enable targeted customer activity through coupons, rate-of-sale support and WKD merchandise.
The activity will continue into Halloween, with further activation designed to maintain WKD’s visibility during another key RTD trading period.
Retailers can maximise sales through chilled displays, cross-merchandising with snacks, soft drinks and food-to-go, and strong seasonal execution around Freshers, Halloween and other social occasions.
This comes after the launch of its £10m ‘Got a WKD Side’ campaign.
Launched earlier this year to mark WKD’s 30th anniversary, the campaign aimed to bring the brand’s distinctive humour and cultural edge back to the fore, refreshing its relevance with 18 to 24-year-olds and connecting WKD with a new generation of drinkers.
According to the brand, the first phase has delivered significant gains across key measures. Among frequent RTD drinkers, brand preference increased by 19 points, while consideration and purchase intent both rose by 11 points. WKD has also recorded value growth of 12.7% and volume growth of 12.6% over the latest 12 weeks, marking its strongest growth performance for three years.
Activity has also connected with approximately millions of consumers and generated more than 50 million impressions. Ad awareness among 18 to 34-year-olds more than doubled nationally and increased fourfold in key markets, supported by an integrated campaign spanning out-of-home, video-on-demand, digital media, experiential activity and shopper marketing.
WKD will maintain significant above-the-line investment throughout September and October as it extends the reach of ‘Got A WKD Side?’ ahead of the important festive trading period. The next phase will build on the success of the existing media strategy, maintaining a strong presence across out-of home, digital video, social and influencer channels, while introducing Spotify advertising to further amplify national reach and engagement. Through this sustained investment, WKD aims to connect with more than three million consumers, further strengthening consideration, purchase intent and demand for the brand.
Scott Bell, Marketing Director, SHS Drinks, said:
“The first phase of our ‘Got A WKD Side?’ campaign shows the strength of bringing WKD’s iconic personality back in a way that feels relevant for today’s consumers. The campaign is increasing consideration and purchase intent, strengthening demand for WKD and attracting a new generation of RTD drinkers.
For retailers, that momentum, supported by our £10 million investment, creates a clear opportunity to drive sales through the important Freshers and Halloween trading periods. We’re building on that with increased activity designed to drive trial, visibility and purchase, helping our customers capitalise on these important occasions.”
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