Enhanced RTD, WKD X, has extended its range of flavours and rolled out new 500ml can designs.
Available in single cans only, WKD X is an 7% ABV drink containing caffeine, guarana and taurine.
The current range of two variants has expanded to three trend-led flavours, comprising Mango Passion, Dark Berry and Blue Raspberry.
The new pack designs use strong colourways to differentiate the three flavours and maximise on-shelf stand-out. The new graphics give greater prominence to the ‘X’ design elements to amplify the sub-brand messaging.
All three WKD X fruit flavours are available in plain and £2.99 price-marked packs in outers of 12 x 500ml cans.
The introduction of the new flavours and new-look cans will be supported from January by influencer and social media campaigns. In addition, WKD student ambassadors will be active on campuses and in student towns nationwide in the spring term with sampling programmes, presence at key university events, and the creation of localised social media content. A series of UK-wide pop-up events and high-profile guerilla marketing activities will also take place in key cities to raise awareness of the new packs and flavours amongst WKD X’s core 18 to 24-year-old target audience.
Enhanced RTDs are currently worth £33m in the impulse sector and SHS Drinks believes that WKD X is set to drive further growth. WKD X Blue is already the No.1 enhanced RTD SKU in England and Wales in terms of rate of sale.
Alison Gray, Head of Brand – WKD at SHS Drinks, commented: “Consumers want enticing new flavours and they want packs that look special and interesting, so we’ve evolved our offering to better meet changing shopper needs. With three great fruity flavours, striking can graphics, a competitive £2.99 PMP option, and a comprehensive trade and consumer support package, WKD X is poised for a further step-change in sales.”