WKD is launching a major autumn ad campaign backed by a £2m spend from parent company SHS Drinks.

The campaign commences at the end of this month with out-of-home (OOH) advertising across 48-sheet, 96-sheet and 6-sheet posters. Its aim is to reinforce consumer recognition of WKD as “the original and best” ready-to-drink (RTD) brand.

The posters consist of targeted phrasing that will strike a chord with the brand’s key 18-21 demographic, using phrases such as “CEO of” and “aura”.

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There will also be 30-second adverts on Spotify and a sampling drive of 150,000 bottles, focused on student halls of residence as well as “carefully selected work environments which heavily over-index versus the brand’s core audience”.

Alison Gray, head of brand – WKD at SHS Drinks, said: “Our bold and forthright ad campaign will raise brand awareness from the all-important start of the new university term right through to the key festive period. We’re making a significant investment to engage consumers and grow additional throughputs for stockists.

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