WKD builds on range in new campaign
CAFFEINE RTD brand WKD X has expanded on its line-up of flavours with two new additions to the range, alongside its first dedicated media campaign.
Available in 500ml cans only, the new WKD X variants consist of Citrus Ice and Purple Grape at an ABV of 7%, aiming to drive up sales through the rising popularity of fruit variants in the RTD sector.
The two new flavours join the existing line-up of Blue Raspberry, Mango Passion and Dark Berry, bringing the total number up to five variants. The two new variants will be available only in £2.99 price-marked cans.
Further to this, the WKD X brand will also see its first dedicated media campaign roll out to help build up awareness for the variants. This will see the WKD X brand appear across 1200 poster sites in the UK for a high-profile three-week burst from late October and into November.
Alison Greay, head of brand – WKD at parent company SHS Drinks, said: “WKD X has proven to be a great success since its introduction. The 18 to 24-year-old core target audience has really bought into what the range stands for: a convenient way to get a caffeine fix.
“Consumers are well versed in mixing alcoholic drinks with energy drink but WKD X delivers the convenience of a pre-mixed format from a nationally recognised brand that’s known and loved.
“The further expansion of WKD X to five variants, with the addition of new Purple Grape and Citrus Ice flavours, emphasises conclusively both our commitment to the range and consumers’ overwhelmingly positive reaction to developments so far.
“Our striking new poster ads are going to build even greater awareness and help elevate WKD X to the next level.”
