WKD takes ‘Got A WKD Side?’ into the moments that matter
Following a strong first phase for its 30th anniversary campaign, WKD is taking ‘Got A WKD Side?’ into the moments, places and experiences that matter most to its core audience.
Launching from 7 September and running through to 1 November, Phase 2 will bring WKD’s distinctive brand platform to life across Freshers and Halloween through a connected programme of ATL, social, influencer, audio, experiential and on-trade activity, led by Continuous, with Raptor, Essence MediaCom and Coolr supporting across experiential, paid media and social respectively.
The second phase builds on strong results from the first burst, particularly among frequent RTD drinkers:
- Brand preference +19 points
- Consideration +11 points
- Purchase intent +11 points
That momentum is also translating commercially, with WKD delivering +10.3% value growth and +12.5% LTR growth – its strongest growth performance across its three-year data set.
Scott Bell, Head of Marketing at SHS Drinks, says:
“Phase 1 has given us a really strong platform to build from – strengthening the brand, driving commercial momentum and bringing new consumers into the brand. In our 30th year, we want to build on that momentum by being present in the moments that matter most to our core drinkers. Freshers and Halloween give us a huge opportunity to do exactly that, bringing WKD to life across the on-trade, student environments and social occasions.”
David Beattie, Business Director at Continuous adds:
“Bringing back ‘Got A WKD Side?’ has given WKD a powerful platform to reclaim its distinctive attitude and make it relevant to how people socialise today. The response from Phase 1 shows the potential of that platform to do much more than drive awareness – it’s already strengthening distinctive brand assets and shifting preference, consideration and purchase intent. Phase 2 is the next step – taking that platform into the occasions where WKD has the greatest opportunity to connect with its audience and showing just how far the idea can go.”
Full details of the impact of Phase 1 and activity in Phase 2 has been covered in Prolific North, FAB News and World Brand Design Society.
