WKD's Summer Activation

WKD executed bold brand activation in Magaluf this summer, targeting 18–24-year-olds during their first party holiday, a key moment in shaping long-term brand affinity.

The campaign created an immersive, high-energy experience through standout events such as foam pool parties, sampling days, and WKD-branded takeover nights on the strip. Brand visibility was maximised across key venues with vibrant assets including DJ booths, neon signage, photo backdrops, and bar POS.

Over 6,000 samples were distributed through wristband collections, venue arrivals, photobooth exchanges, and Vibe Alarm moments, featuring both the WKD core range and Vibe shots. This “liquid to lips” strategy helped drive trial, engagement, and lasting impact among the brand’s core audience.

The campaign reflects WKD’s continued commitment to reaching consumers in relevant, memorable ways, reinforcing its position as a leading brand in the RTD category.