The brand signed-up as a sponsor of the ITV2 show in February, and will now be able to bring the partnership to life in a TOWIE Tour across 10 cities between this week and the end of August, as part of a new licensing agreement with the programme’s makers, Lime Pictures.
The tour will include personal appearances by the likes of Mario Falcone and Jessica Wright at each venue; a competition to meet the full cast; the chance to try TOWIE-themed WKD cocktails such as Cheeky TOWIE and The Only Way Is WKD; and giveaways.
“The programme is the most talked about thing on TV amongst our target market - with more than one million viewers per episode - and we’ll be delivering more ground-breaking activities throughout 2014 to support trade stockists and drive sales,” said Debs Carter, marketing director, alcohol, at WKD owner SHS Drinks.
The company will also be offering “money-can’t-buy prizes,” such as the chance to meet the cast in Marbella and live caption competitions and a bingo-style TOWIE word game during the forthcoming series, as part of a wider drive.
“We’ll be bringing some Essex sparkle to cities right across the UK this summer,” Carter said.
“Our innovative social media activities will ensure consumers know what we’re up to, where to be, and ensure they have some fun along the way.”