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WKD shatters illusions in new TV ad campaign

Published:  18 January, 2007

Called 'Sunset' the ad will air nationally across the UK for a five-week period, from today (11 June).

A couple sitting arm in arm on a deserted beach, gazing out to sea and watching the sun dip below the horizon provides the unusually romantic opening scene for the latest WKD TV ad.

But its not long before the lady dreamily murmurs the question: "Tell me what you're thinking?"

The man ponders and utters in a way only a man can: "I was wondering, who can swim faster, a horse or a dog."

Karen Salters, Marketing Director, Beverage Brands, said: "The ad demonstrates the cheeky side of the brand.

"Like the previous executions in the 'Have You Got A WKD Side?' campaign, the ad shows how typically thoughtless men can be and we know this is something that our consumers can relate to.

"It's a slightly tongue in cheek approach to advertising but we pride ourselves on not towing the usual line by doing things differently. We're now almost expected to do the unexpected.

Independent research undertaken during the Christmas period in December, shows that WKD scored the highest TV ad awareness among all drinks advertisers.

WKD has a 23% share of the take-home RTD category in volume terms - and is one of the few brands to buck the category trend by continuing to show growth.

Salters adds: "The national TV burst will create demand among our army of loyal followers and retailers should exploit this opportunity by stocking the RTD fixture with all three flavours: WKD Blue, WKD Iron Brew and WKD Red."

The TV campaign will be supplemented through cinema advertising. The ad will appear at showings of summer releases such as Grindhouse and Hostel 2.

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