Following a strong first phase for its 30th anniversary campaign, WKD is taking ‘Got A WKD Side?’ into the moments, places and experiences that matter most to its core audience.
Launching from 7 September and running through to 1 November, Phase 2 will bring WKD’s distinctive brand platform to life across Freshers and Halloween through a connected programme of ATL, social, influencer, audio, experiential and on-trade activity, led by Continuous, with Raptor, Essence MediaCom and Coolr supporting across experiential, paid media and social respectively.
The campaign will continue to focus on WKD’s target markets of Northern England, Scotland and Ireland, while expanding its wider media audience to 18–30-year-olds ahead of the festive period.
Freshers will be the first major focus, with the WKD Freshers Tour taking the brand into student environments across key cities including Leeds, Sheffield, Manchester and Belfast. Supported by 30 student brand ambassadors, the tour will connect student accommodation with the social occasions where the brand can become part of the experience.
WKD will also bring Got A WKD Side? to life across 800 student accommodations in Manchester, Sheffield and Liverpool, with fridge sampling putting the brand directly into the hands of its audience at the start of the Freshers season.
The second phase builds on strong evidence from the first burst that Got A WKD Side? is doing more than generating awareness.
Among frequent RTD drinkers, brand preference increased by 19 points, while consideration and purchase intent both rose by 11 points. The campaign reached 99% of 18–24 heartland RTD drinkers – approximately 1.5 million consumers – and delivered more than 50 million impressions.
Ad awareness among 18–34-year-olds more than doubled nationally and increased fourfold within WKD’s target markets. Most significantly for the creative platform, 76% of consumers said the advertising could only have been for WKD, demonstrating the strength of the distinctive brand assets being built through ‘Got a WKD Side?’.
That momentum is also translating commercially, with WKD delivering +10.3% value growth and +12.5% LTR growth – its strongest growth performance across its three-year data set.
Scott Bell, Head of Marketing at SHS Drinks, says:
“Phase 1 has given us a really strong platform to build from – strengthening the brand, driving commercial momentum and bringing new consumers into the brand. In our 30th year, we want to build on that momentum by being present in the moments that matter most to our core drinkers. Freshers and Halloween give us a huge opportunity to do exactly that, bringing WKD to life across the on-trade, student environments and social occasions.”
David Beattie, Business Director at Continuous adds:
“Bringing back ‘Got A WKD Side?’ has given WKD a powerful platform to reclaim its distinctive attitude and make it relevant to how people socialise today. The response from Phase 1 shows the potential of that platform to do much more than drive awareness – it’s already strengthening distinctive brand assets and shifting preference, consideration and purchase intent. Phase 2 is the next step – taking that platform into the occasions where WKD has the greatest opportunity to connect with its audience and showing just how far the idea can go.”
Source: Continuous
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