Toasting success with WKD

Background

When we started working with WKD more than 10 years ago, there was little awareness, differ­en­tiation and distri­bution of the WKD brand. The RTD (Ready To Drink) market was very competitive, with the likes of Bacardi and Smirnoff competing for sales in a category dominated by female drinkers.

Idea

As one of the few RTDs acceptable to males, we targeted men in our
commu­nic­ations and positioned WKD defin­itively as a male brand. The key was to ensure women could also feel included in the brand story – a delicate balancing act.

We developed a creative campaign around the idea: “Have you got a WKD side?”. This was very different to other alcohol brands and created a platform that helped make it acceptable for males to drink an
RTD brand.

We created the whole caboodle: TV, outdoor, trade and consumer press, POS, digital, sales promotion, PR and brand guidelines. By continuously commu­nicating relevant, light-​​hearted and enter­taining messages in all the right places, we’ve successfully turned WKD into the number one drink in the RTD sector.

Pretty good, eh?

Big results

We could bang on about the success we’ve helped create for WKD. But showing off results as great as these is best done face to face (over a nice coffee and our finest biscuits). If you’d like to find out more about our campaigns and the quite stupendous results, please contact our Client Director:

nik.​ellwood@​bigcommunications.​co.​uk.