WKD owner Beverage brands is planning to launch the first limited edition flavour under the range next month, supported with a £3m campaign.
The new WKD Purple will be available for six months from March. It is hoped the mixed berry flavour variant will drive incremental growth for the range, by bringing lapsed WKD drinkers back into the brand and, because it has been designed as a refreshing summer drink, increase the occasions on which the RTD is enjoyed.
The first phase of the promotional campaign for the flavour will launch in late April with a national sampling campaign and PoS kits for venues.
The second phase will comprise TV advertising, posters and online activity on sites such as Facebook.
The £3m spend forms part of a total £30m investment across the range in 2011.
"WKD Purple brings something new to the category," said marketing director, Debs Carter. "It created a lot of excitement and generated extremely high levels of interest in our research groups and it's guaranteed to be a talking point amongst consumers."