WITH the countdown to the Fifa World Cup in Brazil this summer underway, SHS Drinks has unveiled details of a £1m campaign to boost sales of WKD Brazilian.

The new limited edition variant from Britain’s leading RTD brand will be available in a 275ml 4-pack format and convenience retailers will find WKD Brazilian promotional inserts in 120,000 cases of 24 x 275ml bottles of WKD Blue.

 New pack format: A 275ml 4-pack (RRP £4.99) of WKD Brazilian joins the single 275ml and 70cl bottles  

More than 7,000 cases of 70cl WKD Blue £2.99 PMP bottles will also contain PoS kits with shelf wobblers, shelf barkers and posters plus a ‘Braziliant’ £1 money-off coupon redeemable against a case of the drink.

Consumer awareness is being driven with a digital and social media campaign, reaching WKD’s 300,000 followers on its social media pages.

Debs Carter, WKD marketing director at SHS Drinks, said:  “With distribution now well-established after the New Year launch, we’re ramping up the bespoke WKD Brazilian marketing campaign. We’re focusing on providing in-store support for retailers, and incentives to encourage them to stock the new limited edition which promises to be a big hit with consumers.”