SHS Drinks has launched a £2m out-of-home advertising campaign to support its RTD brand, WKD.
The strategy behind the campaign, which focuses exclusively on the bestselling WKD Blue variant, is to reinforce consumer recognition of the brand as ‘the original and best’ RTD. Humorous eye-catching posters are targeted at the WKD’s key 18-21 demographic, while leaving most others in the dark and wondering, ‘What’s that all about?’
The nationwide poster campaign is supplemented by 30-second ads on Spotify and carefully targeted sampling activity that will see 150,000 bottles of WKD distributed among the brand’s core audience of students and young people.
Alison Gray, Head of Brand for WKD at SHS Drinks, commented: “Our bold and forthright ad campaign will raise brand awareness from the all-important start of the new university term right through to the key festive period. We’re making a significant investment to engage consumers and grow additional throughputs for stockists.”
