Unveiling a new Limited Edition for 2015, Britain’s leading RTD brand1, WKD, has journeyed to Las Vegas for inspiration for this year’s Limited Edition.
Available from 5th January 2015, WKD Vegas takes its cue from the vibrant nightlife and neons associated with the world-famous Vegas Strip. The WKD logo on the 275 ml bottles has been transformed into a Vegas-style sign, creating high impact stand-out in the chiller, while the case outer graphics convey the atmosphere of Vegas at night.
The launch is being supported via a heavyweight social and online digital media campaign; extensive consumer sampling activity and launch/introductory price promotions and the new line will also benefit from the halo effect of the support for the WKD brand.
Brand owner SHS Drinks will also be inserting promotional leaflets into cases of WKD Blue (24 x 275ml and 6 x 70cl PMPs) to alert retailers and licensees to the arrival of the new Limited Edition, and in convenience/independent retail stores consumer awareness will be driven at point-of-purchase via neck labels asking ‘Have you tried new WKD Vegas?’ on 70cl PMP bottles of WKD Blue, WKD Red and WKD Iron Brew. The WKD 70cl PMP stock featuring the WKD Vegas neck labels is exclusive to the wholesale/cash & carry/convenience/independent retail sectors.
Support for licensees includes free POS and rate-of-sale driving kits enabling them to offer customers purchasing two bottles of WKD Vegas a free pair of gold sunshades, complete with Elvis-style sideburns.
WKD Vegas will be available until December 2015 and will retail at the same price as the other variants in the WKD range.*
Debs Carter, Marketing Director- Alcohol, at SHS Drinks, says: “The success of WKD Brazilian Limited Edition this year, which generated approaching £1.5 million-worth of sales2, has demonstrated that there is a real appetite amongst consumers for Limited Editions from WKD.
“Extensive consumer research identified the fact that being a Limited Edition made people want to try the new addition and that the Vegas theme is also a big pull. Las Vegas is the party town – associated with fun, high energy, great nights out –a perfect match for WKD! From the trade and consumer feedback we’ve received, we’re confident that WKD Vegas will be a winner for 2015.”
* WKD Vegas Limited Edition will replace WKD Brazilian Limited Edition which ceases distribution at the end of December.