SHS Drinks recently launched WKD Blush which taps into the growing popularity of blush-style drinks in other categories such as wine, wine fusions and ciders. It’s the first WKD RTD variant to be given a specific flavour descriptor. A roundel with the ‘passionfruit’ declaration is prominently displayed on the necks of the 275ml and 700ml bottles, containing the refreshing, 4% ABV, blush-style liquid.
In another new move for the WKD brand, the packaging is more feminine and sophisticated giving WKD Blush a particular appeal amongst females, whilst not being rejected by male WKD drinkers during consumer research. Available in multiple grocers, off licences, bars and clubs.
The launch will be supported with a marketing mix of innovative digital activity, screen-media advertising and point-of-purchase communications to enable the brand to interact directly with consumers. The social media campaign will be based on the ‘#BlushHour’, the occasion in which friends share a drink together at home before heading out.