Beverage Brands: WKD

The challenge was to launch WKD into the already competitive RTD market of 1996, carving out a distinctive brand position with limited resources. The proposition was to reach young men, a notoriously difficult group to reach or engage with through advertising.

We developed a media plan that began with an urbancentric outdoor campaign and progressed to TV as the distribution reached adequate levels, forming a twin pronged media strategy. To reach our difficult audience we were highly selective with our site selection and TV programmes, and coupled this with lateral narrowcast activity; Film Festivals in selected towns, sponsorship in magazines and urinals.

A phenomenal increase in sales levels was achieved, resulting in the current position:

No. 3 premium packaged drink in the on-trade sector

No. 2 in the ready to drink sector in Great Britain on-trade

The media has helped to add substantial value to the brand. The brand now enjoys 75% brand awareness amongst our target audience, and WKD is the brand for 'having a laugh with your mates'.

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