New look for new drinkers

Market leader rings the changes and seeks another million RTD fans

CELEBRATING its 20th birthday, WKD has taken on a new look to welcome a new generation of young drinkers.

For Malibu it’s always summer. Current activity includes attempts to encourage young men to embrace their inner Malibro, wear loud shirts and go for Malibu.

The top-selling RTD brand has been given a new pack design and has launched its WKD for the Now campaign on social media networks and other platforms.

The reinvented range has four flavours: the original Blue and Iron Brew and well as  new Berry, and Passion Fruit. 

Jo Sykes from the transformation project team said: “No fundamental changes have been made to the liquid in terms of flavour or ABV which remains at 4%, and there are no changes to the RRP.”

Brand owner SHS Drinks estimates that attracting a million new drinkers among 18-24 year olds over the next three years could generate an incremental £65m in RTD sales, with the take home sector benefiting by £38m.

WKD, the leader of the RTD pack, has an entirely new look in what amounts to a major relaunch to a new generation of young adults.

Malibu is targeting male drinkers with its latest marketing campaign, Malibros.

The YouTube video at the centre of the campaign  features Jamie Lang and Andy Jordan from TV show Made in Chelsea declaring themselves Malibu loving men, or Malibros.

Marketing manager Jo Alexander said: “We think this light-hearted, humorous approach is the best way to show men that Malibu can easily be one of their drinks of choice.

“Malibu already has a huge awareness at 93%.”