WKD supported with £30m push

WKD is back on TV with a major advertising campaign running until the end of the year.

The push is part of a £30 million investment into the RTD brand by owner Beverage Brands.

It will kick off with the return of two WKD ads – Cleaning and Man Flu – which both use tongue-in-cheek humour to appeal to young adult males.

Featuring prominently on channels such as Channel 4, Sky1 and Dave, the ads will screen during programmes aimed specifically at WKD’s target audience.

The TV activity will be backed by ads on video-on-demand channels such as 4OD, ITV Player and Sky Player.

Debs Carter, marketing director for Beverage Brands, said: “Extending our TV support for WKD throughout 2010 is a further reflection of our continued high investment in the RTD category.

“We are confident the brand’s current strong performance, which is seeing volume share growth in both take-home and on-trade channels, will continue to build to even greater heights.”?Beverage Brands is also rolling out a price-marked pack of 6x27.5cl bottles of WKD Blue, available exclusively to independents for £6.99.

The packaging features the strapline Lovin’ the WeeKenD – it’s got our name on it.

Carter added: “This fun approach gives WKD the chance to talk up weekend good times and generate additional sales opportunities for independents, with this exclusive pack, as the summer season gets into full swing.”