Liverpool-based brand agency, Continuous, has been appointed as lead agency for WKD, the UK’s No.1 Ready to Drink brand. The multi-year commitment follows a competitive pitch process and marks the start of WKD’s most ambitious period of brand activity in recent history, for its 30th anniversary in 2026.
Continuous will work in partnership with SHS Drinks, and incumbent agencies, to shape the long-term creative platform that underpins the anniversary year and sets the brand up for the future.
The appointment will also see the agency lead on a series of culturally resonant consumer and trade activations, designed to re-energise the category and celebrate three decades of WKD’s iconic personality.
Scott Bell, Head of Marketing at SHS Drinks, said: “WKD is coming back in a big way. Turning 30 is a huge moment for any brand – but especially one with WKD’s cultural footprint – and 2026 gives us the perfect platform to show up louder, sharper and more in tune with the next generation.
“We’ve got exciting plans lined up as part of a £10m investment in our anniversary relaunch, spanning TV, digital, experiential and shopper activity. Continuous are the perfect creative partners to help us bring this next chapter to life.
“They stood out through the strategic rigour of their response, combined with their deep understanding of the drinks industry. We were looking for a lead agency who could challenge our thinking and help us shape WKD’s future with confidence. Continuous has already demonstrated exactly that.”
David Beattie, Business Director at Continuous, said: “WKD is a true icon of the UK drinks market. This appointment is an exciting opportunity to unlock what’s next for a brand with such incredible heritage, personality and future potential. We’re thrilled to be working alongside the SHS Drinks team as they build towards a landmark 2026 and beyond.”
Source: Continuous
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