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product news: WKD reveals plans for summer campaign

John Wood ·

WKD is promising a multi-faceted campaign this summer comprising: a competition utilising caps from bottles bought in the off-trade; 12,000 of Ticketmaster voucher prizes; interactive festival fun at 11 events nationwide; and a DJ competition open to all offering the opportunity to perform at a major UK festival.

This summers activity is all about being where our consumers are, said Amanda Grabham, head of brand marketing alcohol at SHS Drinks.

Its a money-cant-buy competition prize for up-and-coming DJs; its a range of brand experiences; and its an interactive social media campaign with aspirational, yet attainable, prizes. The campaign has been designed to: build rate-of-sale; further enhance brand credibility through the DJ competition and Mixcloud partnership; and engage our audience in immersive festival experiences. There are various strands to the campaign, but its very simple to describe in two words what were trying to deliver here for consumers: summer fun.

Were the UKs number one traditional RTD and the responsibility falls on us to invest in activities that grow the category, engage consumers, and build sales for take home stockists. With WKDs amusing emojis at the very centre of things and our #BeTheFace campaign calling on consumers to take pictures and upload selfies, WKD will be on everyones lips this summer.

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