WKD is launching a major brand campaign as it celebrates its 30th year, aiming to drive growth across the RTD category.
SHS Drinks is returning the brand to its cultural roots with a renewed focus on the personality that built its following. Backed by over £10m of investment in 2026, the ‘Got a WKD Side?’ campaign is designed to reach 90% of 18–24‑year‑olds through out‑of‑home, broadcaster video on demand, digital, experiential and shopper marketing activity.
Rooted in consumer insight, the campaign reflects a shift in Gen Z attitudes, with research showing that “fun” ranks as the third-most-important value for 18–24‑year‑olds. The work positions WKD as a brand with an unfiltered, self‑aware personality, using humour based on everyday moments. The campaign will run throughout the year, targeting key consumption moments for younger adults.
In the take‑home channel, WKD continues to deliver value through standout shipper activations in the major multiples, depot takeovers in cash & carry, and high‑impact POS for convenience retailers. The brand has delivered 3.4% volume growth (52W) and 14.3% (12W), with WKD X continuing strong momentum, up 67.4% (52W) and 67.3% (12W).
The campaign aims to increase frequency among existing RTD shoppers while recruiting new Gen Z drinkers, supporting higher rate of sale, stronger seasonal peaks and increased basket spend.
Scott Bell, Head of Marketing at SHS Drinks, said: “WKD has always been about fun with attitude, and that matters more than ever today. ‘Got a WKD Side?’ is built on insight and designed for how consumers actually socialise today – real moments shared with mates. We’re investing at scale because we believe WKD can bring fresh energy to the RTD category, recruit the next generation of drinkers, and keep delivering for our customers.”