SHS Drinks Launches £1m Digital and Marketing Campaign Alongside New 4-pack Variant
12 Mar 2014 --- SHS Drinks has unveiled details of the £1m multi-faceted marketing campaign backing the launch of WKD Brazilian – along with the roll-out of a 275ml 4-pack for the new variant.
Convenience retailers will find WKD Brazilian promotional inserts in 120,000 cases of 24 x 275ml bottles of WKD Blue, and over 7,000 cases of 70cl WKD Blue £2.99 PMP bottles will also contain POS kits comprising shelf wobblers shelf barkers and posters plus a ‘Braziliant’ £1 money off coupon redeemable against a case of Brazilian to encourage retailers to contact their wholesalers to try the new ‘party in a bottle’.
Consumer awareness is being driven via an extensive digital and social media campaign. WKD’s social media pages with over 300,000 followers will be at the hub of the activity and there will be nine million impressions on key digital sites featuring advertisements announcing: ‘We’ve only gone and signed a Brazilian. Result.’ And ‘Olá Mate. New WKD Brazilian out now!’
In the on-trade, the launch is being spearheaded by a series of 300 Brazilian-themed party events held in venues around the country, giving around 100,000 consumers the opportunity to sample the new flavour.
At the same time, responding to trade demand, SHS Drinks is launching an additional pack format – a 275ml 4-pack (RRP £4.99) – which joins the single 275ml and 70cl bottles launched in the New Year.
All of the activity is being rolled out during March and will continue to run throughout the year while the Limited Edition is available.
Debs Carter, WKD marketing director at SHS Drinks, says: “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.
“All of the marketing activity combines the party spirit of Brazilian culture with the down-to-earth, wry observations and witty punch lines which are part of WKD’s DNA.”
