WKD launches new ads

A WKD packaging redesign is to be supported by a £2m wave of advertising that will launch on May 26.

While its bottle redesign makes a significant departure in introducing alcohol consumption guidelines, WKD's owner Beverage Brands has stuck to its tried and tested formula for the adverts.

Its two TV ads, "Gym" and "Man Flu" rely on tongue-in-cheek macho humour. The campaign will also involve outdoor advertising, online advertising on the FHM, Zoo and Facebook websites and a viral mobile phone scheme.

The new bottles are now being rolled out. The new labels feature a strengthened logo that is designed to be more masculine.

A table on the back providing government daily alcohol unit guidelines and a warning to avoid alcohol when pregnant voluntarily go beyond the packaging guidelines recommended by the Portman Group.

Debs Carter, Beverage Brands brand controller, said she hoped the activity would allow WKD to continue to be one of the few stalwarts in the declining RTD market. "Brands can survive while a category declines," she said. "Look at Guinness. By continuing to invest and keeping the brand fresh, we are confident we can continue to perform in a difficult market."