SHS Drinks has launched a new heavyweight experiential and social interactive campaign for WKD and its low-calorie variant NKD which the company says will reach two million 18 to 24-year-old consumers every week throughout the summer until September.

SHS says the ‘WKD for the Now’ push is an innovative and exciting mix of experiential and social media-driven activity which will put WKD and NKD “firmly in the spotlight this summer by engaging with young adult consumers at all key touchpoints in their lifestyles from festivals or when they are out shopping to a night in or getting ready for a night out on the town.”

The campaign will see a multi-function social hub installed at major outdoor summer music events including Made in Leeds (July 1) and 2000trees (July 6-8) providing a focal point for festival goers to meet friends and enjoy and capture some WKD ‘wow’ moments.

The WKD Hub constructed for the music festivals will incorporate four specific areas:

• A mirrored ‘get ready to party’ glitter station enabling festival goers to add some sparkle and a touch of glamour to the occasion.
• A VIP garden terrace giving a raised view over the festival site.
• An exclusive VIP WKD bar and DJ booth.
• ‘The WKD Spot’ where the brand’s exclamation mark logo is put to creative use as an area for consumers to perform and showcase their talents, putting them at the heart of the WKD For the Now experience.

This will be complemented and enhanced via:

• A fully integrated social media programme spearheaded by DJs.
• Highly visible national digital poster displays in key conurbations across the country from Leeds, Liverpool and Manchester to Cheltenham, Edinburgh, Glasgow, Dublin and Belfast.
• Distribution of eye-catching point of sale materials to bring the campaign to life in selected retail outlets and on-premise venues.
• And the creation of a series of signature summer cocktails for each of the four WKD and two NKD variants.

There are five executions in the digital 6, 48 and 96-sheet outdoor poster campaign which communicate the ‘for the NOW’ message. Each of the digital posters features a person performing a different talent such as roller skating, break dancing and hula-hooping in the spotlight of the WKD exclamation mark which is fashioned into a stage.

Selected licensees and retailers will be offered WKD themed POS materials, while SHS Drinks has created a series of summer cocktails – one for each WKD and NKD flavour – to enable all outlets to participate in WKD’s summer activity.

WKD also plans to widen the reach of the festivals by sharing the experience with those who aren’t there, enabling them to feel a part of the action.  DJs will host a series of two hour shows which will be broadcast between 8pm and 10pm – the prime-time slot when 18 to 24-year-olds are getting ready for an evening out.

Amanda Grabham, Head of Brand Marketing – Alcohol, at SHS Drinks, says: “Having a fantastic time and sharing those experiences and memories with friends on social media is at the epicentre of today’s 18 to 24-year-olds’ lifestyles, and this has been the driving force and lies at the very heart of the ‘WKD for the Now’ summer campaign.”

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SHS Drinks has launched a new partnership marketing campaign for its WKD Blush Ready-To-Drink alcoholic beverage, featuring a 10-week digital and social media campaign headlined by Binky Felstead, designer, beauty blogger and star of the BAFTA-award winning Made in Chelsea.

SHS says the activity will ensure that WKD Blush, the latest addition to Britain’s biggest-selling RTD range, is associated with getting Saturday nights off to a great start.

The weekly 7.00pm Saturday night ‘WKD Blush Hour’ slot goes live for the first time on June 25 and will run throughout July and August on Mixcloud radio, as well as being publicised on  WKD and Binky’s social media pages.

Providing the soundtrack for consumers enjoying sharing a night in or getting ready for a Saturday night out, Binky will be playing the hottest music tracks and inviting consumers to get involved via shout outs and selecting the tracks that they want to hear, alongside sharing fashion, lifestyle, beauty and make-up tips.

Each week, WKD will be offering a range of prizes – from fashion vouchers to make-up products – to get consumers’ Saturday nights off to the best possible start.

The ‘WKD Blush Hour’ is expected to reach around 1.2 million target consumers during the campaign run. ‘WKD Blush Hour’ will have its own branded Mixcloud page and more than 450,000 adverts will promote the show. Binky will also be inviting her 1.7 million social media followers to tune in to the WKD Blush Hour music mix on Mixcloud, and WKD will also feature the activity on its Twitter, Facebook and Instagram pages.

Debs Carter, Marketing Director – Alcohol, at SHS Drinks, says: “The ‘WKD Blush Hour’ provides an unrivalled opportunity for WKD Blush to engage with WKD’s core audience of 18 to 24-year-olds at a key point in their weekly social calendar. Socialising with friends is and always has been at the very heart of the WKD brand’s DNA and this campaign will resonate with consumers by bringing together a winning combination of the key influences on this peer group’s lives:  music, fashion, the chance to win fabulous prizes and getting together with mates on Saturday nights all headlined by a renowned and popular style icon and accessible via social media.”

WKD Blush was launched in February following extensive, in-depth research into the changing lifestyles of 2,000 18 to 24-year olds – the key consumers of RTDs – which explored attitudes and aspirations, drinks and drinking occasions, and highlighted opportunities for growth and expansion of the RTD category which generates annual sales approaching £226 million in the on-trade.

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