Sparking fun for a new generation
WKD has always been built on connection, turning ordinary nights into stories. While awareness remained high, the category moved faster than the conversation around it, leaving the brand shifting from provocative to peripheral. Now, for brand owner SHS Drinks, the ambition was to make WKD the social spark for a new generation.
Fun, shared moments
WKD’s bold, cheeky personality earned it cult status by never taking itself too seriously. That’s still the case, but fun looks different now. Gen Z are drawn to humour that’s self-aware, moments that feel shared and brands that fit real life rather than a filtered version of it.
What if WKD leaned back into the mischievous spirit that made it famous — showing up with confidence and inviting people into the fun, rather than trying to stage it?
Got a WKD side?
‘Got a WKD side?’ brings back one of the brand’s most distinctive assets – a line that carried huge equity and perfectly captured WKD’s sense of mischief and personality.
Refreshed for a Gen Z audience, the platform keeps the brand name front and centre while celebrating the unplanned, slightly messy moments that make nights memorable. With confident, self-aware humour that pokes fun at ourselves rather than others, WKD shows up with authenticity and personality – without polished perfection or gimmicks.
Meeting GenZ on their own terms
With self-assurance and a new found confidence, WKD reclaims relevance without chasing trends or nostalgia. ‘Got a WKD side?’ avoids the posed visuals that dominate social feeds, instead reflecting how nights actually unfold. The tone is bold and direct and draws on the brand’s original spirit – cutting through short attention spans to meet Gen Z on their own terms.
Collaborators:
Coolr – Social
Raptor – Experiential
Essence Mediacom – Media
