WKD has launched a new take-home flavour and rolled out a major on-pack promotion to mark the RTD brand’s third year as the Official Alcohol Partner of the ITV2 and ITVX series Love Island.
Extending a topical tropical theme, WKD Orange & Passionfruit is to be the brand’s hero flavour for 2023 and is available to retailers as a limited-edition variant. Offered both in 700ml glass bottles with a co-branded Love Island design, and in 250ml slimline cans in WKD variety 10-packs, the latest addition to the take-home range draws on the flavour’s proven success in the on-trade where it is the brand’s second fastest-selling variant.
Available in both standard and £3.79 PMP formats, bottle labels feature tropical palm tree ferns and Love Island’s sparkling gold heart motifs; the cerise and orange labels are complemented by campaign-printed cerise cap closures. The price-marked packs are available exclusively to independents.
The brand’s biggest Love Island promotion so far runs across WKD Blue 4 x 250ml can £5.49 PMPs and WKD Blue and WKD variety 10 x 250ml can multipacks. It gives shoppers the chance to win one of five holidays for two people to either Ibiza or Mallorca. Thousands of other prizes are also up for grabs, including exclusive co-branded WKD Love Island merchandise items and £3-off-next-purchase vouchers.
Promotional multipacks will utilise existing barcodes and replace standard format counterparts for approximately 10 weeks.
Other plans to leverage WKD’s exclusive Official Alcohol Partner status and maximise the tie-in include depot displays with supporting POS, and extensive social and digital activity, working with influencers Ron and Lana, runners-up in the previous series.
Alison Gray, Head of Brand – WKD at SHS Drinks, commented: “WKD’s support for the Love Island partnership goes from strength to strength each year and, like all good relationships, the more effort you put in, the greater the reward. Our Love Island packs will stand out on shelf and independents will benefit from increased consumer take-up of the promotional packs themselves, coupled with subsequent rate-of-sale growth generated by the £3-off-next-purchase vouchers.”
