It has been a busy few months for our Drinks Division as WKD recently under went a radical reinvention. This new reinvention sees the introduction of a revolutionary new pack design across the WKD range, the launch of two new lower-calorie, contemporary flavours ‘NKD’, and the unveiling of a new ‘WKD for the Now’ communications programme to spread the word via a network of social and more traditional media platforms.
The new range is available in four variants – the original WKD Blue, Iron Brew, Berry and WKD Passion Fruit (previously known as Blush). The ‘lighter’, lower-calorie range – NKD will be available in two flavours Blueberry & Elderflower and Lemon & Lime from November onwards.
The transformational new pack design is a prime indicator of the fundamental changes which signal the metamorphosis for the WKD brand. The new 275ml and 700ml bottle shape is clean and stylish incorporating a fresh new WKD marque bringing a contemporary feel to the design. There will be new bottle caps which will come in a variety of bold, bright colours adding an element of fun to the brand.
This change coincides with the 20th anniversary of the iconic RTD brand’s launch in 1996 and is set to re-tune WKD so that it is fully engaged and resonates with the lifestyle of today’s 18-24 year old consumers. This reinvention is estimated that we will attract one million new drinkers from this demographic over the next 3 years.