The campaign, called The Summer of Bruv, will run across Twitter, Facebook and Instagram for the next 12 weeks and will involve people posting images including WKD in summer settings and “creating a WKD, LOL-style take on a traditional seaside postcard” for the chance to win WKD travel essentials including a WKD Summer of Bruv suitcase or a trip for two to Ibiza for the closing party weekend in September.
Debs Carter, marketing director – alcohol at SHS Drinks, said: “This whole campaign plays to some real brand strengths – namely it’s about mates, having fun, and making your voice heard. Consumers love interacting with WKD and the Summer of Bruv campaign is all set to generate some great consumer engagement opportunities. This will dovetail with the in outlet support we are providing for licensees to drive rates of sale. These include initiatives such as the new WKD cocktail jug and tin kits which are being rolled out this summer, and the ever-popular WKD-branded flashing shutter shades giveaways which complement the Summer of Bruv-themed campaign.”
SHS Drinks is also making a series of electronic “boastcards” available for WKD consumers to send to their friends when the weather is better in the UK than in other key holiday destinations.