SHS Drinks launches a £10 million campaign for WKD, ‘Got A WKD Side?’

SHS Drinks has launched a £10 million campaign for WKD.

As the UK’s No.1 RTD brand across total trade (CGA), WKD is aiming to accelerate category growth and drive incremental value for retailers in the on-trade, take-home and internationally.

SHS Drinks is marking WKD’s 30th year with a ‘Got a WKD Side?’ campaign, which is designed to reach 90% of 18 to 24-year olds. It will span all consumer touch points including out-of-home and video-on-demand advertising, digital, experiential and shopper marketing.

Rooted in extensive consumer insight, the campaign taps into a clear shift in Gen Z attitudes. Kantar research shows that ‘fun’ ranks as the third most important value for 18-24s, compared with seventeenth for the general population.

SHS reports that today’s consumers want brands that feel real, unfiltered and self-aware, with humour rooted in everyday moments. WKD has always played in this space, and it’s ready to own it again for a new generation.

‘Got a WKD Side?’ places the brand front and centre and will be delivered throughout the year, targeting the moments that are most important to 18 to 24 year-old consumers.

In take-home, WKD continues to drive value for both category and customers via bold depot takeovers in cash & carry and high-impact PoS for convenience, while accelerating the momentum behind WKD X.

The campaign is designed to drive frequency among existing RTD shoppers while recruiting new Gen Z drinkers into the category, creating an opportunity for retailers to grow value through increased rate of sale, stronger seasonal peaks, and higher basket spend.

Scott Bell, head of marketing of 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 across both on-trade and take-home.’’