X, WKD’s caffeine-containing 7% ABV sub-brand, has introduced two additional flavour variants and launched its first dedicated media campaign.
The two new flavours – Purple Grape and Citrus Ice – join the existing line-up of Blue Raspberry, Mango Passion, and Dark Berry, available in 500ml single cans. The new variants will initially be offered in £2.99 price-marked cans only to reflect the appeal of PMP offerings in the impulse channel.
The launch comes alongside the first ad campaign for WKD X. Appearing on 1,200 poster sites across the UK-wide from late October into November, two “forthright and confident executions” will build awareness of the existing SKUs.
Alison Gray, head of brand for WKD at SHS Drinks, said: “WKD X has proven to be a great success since its introduction. The 18 to 24-year-old core target audience has really bought into what the range stands for: a convenient way to get a caffeine fix. Consumers are well versed in mixing alcoholic drinks with energy drinks but WKD X delivers the convenience of a pre-mixed format from a nationally recognised brand that’s known and loved.
“The further expansion of WKD X to five variants, with the addition of the new Purple Grape and Citrus Ice flavours, emphasises conclusively both our commitment to the range and consumers’ overwhelmingly positive reaction to developments so far. Our striking new poster ads are going to build even greater awareness and help elevate WKD X to the next level.”
