Building on the recent deal to be the broadcast sponsor of The Only Way Is Essex, WKD has now also signed a multi-faceted licensing agreement which will bring to life its partnership with the award-winning TV phenomenon. Britain’s no.1 RTD1 will leverage its association with TOWIE – as the programme is often referred to – to develop a range of activities which will engage with consumers in true WKD style – online, on set and in outlet. The deal has been facilitated by programme creators and producers Lime Pictures with broadcaster ITV.
A key on-trade thrust this year for WKD will be the TOWIE Tour. Taking in ten UK cities until the end of August, the WKD TOWIE Tour will bring some Essex sparkle to 30 outlets nationwide via an all-encompassing programme comprising: personal appearances by two of the cast at each venue; a competition to meet the full cast; the chance to try special TOWIE-themed WKD cocktails such as Cheeky TOWIE and The Only Way Is WKD; and a whole host of TOWIE giveaways. The first stops on the WKD TOWIE Tour will be Liverpool, Newcastle and Derry, on 24 May. Three lucky venues in each city will be branded with witty WKD/TOWIE POS in preparation for a night to remember.
While the WKD TOWIE Tour will directly benefit specially selected on-trade stockists, WKD’s unique social media activities will engage with consumers wherever they are. With ‘money-can’t-buy’ prizes such as the chance to meet the cast in Marbella and interactive opportunities via a live caption competition and a bingo-style TOWIE word game during the forthcoming series, The Only Way Is Essex will continue to be the most talked about TV programme amongst WKD’s target audience. The social media activities and WKD TOWIE Tour will be fully supported by a digital and mobile advertising campaign which will reflect WKD’s unique humour.
The licensing agreement will build on WKD’s already strong associations with the popular reality show which is produced by Lime Pictures. The existing three-series broadcast sponsorship gives WKD 60 seconds of on-screen accreditation per prime-time episode. In addition to bespoke programme idents, WKD branding also features across all on-air promotional trailers.
Debs Carter, Marketing Director – Alcohol at SHS Drinks, says: “The WKD TOWIE Tour is going to take our partnership with The Only Way Is Essex to a whole new level. We’ll be bringing some Essex sparkle to cities right across the UK this summer. Our innovative social media activities will ensure consumers know what we’re up to and where to be, and ensure they have some fun along the way.
“Signing the licensing agreement is a real step-change and presents some really exciting ways to grow WKD’s association with TOWIE. The programme is the most talked about thing on TV amongst our target market – with more than one million viewers per episode – and we’ll be delivering more ground-breaking activities throughout 2014 to support trade stockists and drive sales,” concludes Carter.
Kate Little, Managing Director of Lime Pictures comments “”TOWIE is a powerful brand that resonates with a sought after audience demographic for WKD. This partnership has allowed us to work closely together to build a bespoke licensing package that strengthens WKD’s association with the TOWIE brand across multiple viewer and consumer touch points.”
1Source: CGA GB on-trade RTD category volume (L) and value (£) share MAT to 25.01.14