WKD, the popular ready-to-drink brand, has launched a major new campaign – ‘Got a WKD Side?’ – marking the first phase of a £10 million investment across 2026.
Led by brand agency Continuous, the campaign brings back WKD’s bold, irreverent personality while reframing the brand for Gen Z. It will run as a 360° programme across OOH, VOD, digital, experiential and shopper, with a clear ambition: to re-establish WKD as the spark behind social moments.
The work responds to a simple shift in behaviour. While Gen Z still highly values fun, they expect it to feel real, unfiltered and self-aware. According to Kantar research, ‘fun’ ranks as the third most important value for Gen Z, compared to seventeenth for the wider population. That tension creates an opportunity for brands that can show up with honesty and confidence. ‘Got a WKD Side?’ leans directly into that space, celebrating the uncurated and imperfect moments that unfold naturally when people are with their mates.
Across channels, the campaign builds the idea that everyone has a ‘WKD side’ – a more playful, unfiltered version of themselves that comes out at the right moment. WKD positions itself as the spark that unlocks it, creating a platform that feels culturally relevant without chasing trends or nostalgia.
The launch phase will roll out from April to May, with a strong focus on WKD’s heartlands across Northern England, Scotland and Ireland.
In the off-trade, WKD will continue to drive visibility and sales through standout shipper activations, depot takeovers and high-impact POS. And in the on-trade, increased investment will focus on standout visibility, activation and experience-led moments at the bar, supported by training to help staff bring the brand to life through serves, cocktails and shared occasions.
Scott Bell, Head of Marketing at SHS Drinks, says: “WKD has always been about fun with attitude, and that matters more than ever today. ‘Got a WKD Side?’ is built on insight and designed for how consumers actually socialise – real moments shared with mates. We’re investing at scale because we believe WKD can bring fresh energy to the RTD category, recruit the next generation of drinkers, and continue delivering for our customers across both on-trade and take-home.”
David Beattie, Business Director at Continuous adds: “We wanted WKD to step back into the cultural conversation with confidence. The brand already had strong equity – it just needed a sharper, more contemporary expression of what it stands for. ‘Got a WKD Side?’ brings back one of the brand’s most distinctive assets and reclaims its attitude in a way that feels natural to how people socialise today – real, shared, and a little bit unpredictable. It’s about sparking fun and creating moments that feel honest and unfiltered.”
The campaign is being delivered in collaboration with industry-leading social and influencer specialists Coolr, experiential agency Raptor and Essence Mediacom.
Source: Continuous
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