Xmas rules at WKD as festive campaign rolls out

10 November, 2015

SHS Drinks has unwrapped its Christmas campaign for leading RTD brand WKD this year.

The Xmas Rules campaign, which launches on November 28, combines a range of social-media activities with in-store promotions and offers.

The idea behind the campaign is the rules that can be broken “because its Christmas”, from wearing tasteless jumpers to eating too many mince pies.

WKD has 282,000 followers on social media. An array of content is planned to encourage its followers to share their own Xmas Rules.

The best posts will win a selection of WKD-inspired prizes, from Brussels sprout-and-turkey hats to WKD-branded gift wrapping paper.

SHS Drinks will also be running wholesale and cash-and-carry added-value promotions.

Retailers will be able to offer two-for-£5 deals on the Blue, Iron Blue or Red WKD £2.99 PMP 700ml bottles.

The Blue, Iron Brew and Vegas Limited Edition WKD £4.99 PMP four-packs will also be available at a reduced single-unit price of £4.49.

Additional special deals and promotional offers will also be available during specific wholesalers’ and cash-and-carries’ trade days.

Debs Carter, marketing director – alcohol at SHS Drinks, said: By focusing WKD’s Christmas support activity on two main areas – social media which is the hub of WKD consumers’ lives, and added-value promotional pricing on key pack formats to drive rates of sale – WKD Blue and WKD Iron Brew 275ml 4-packs were the star performers in the WKD portfolio last Christmas, with sales volumes through impulse stores up by 9% and 18%, respectively.

“Our aim is to bring additional momentum to WKD and RTD category sales during this key trading period.”




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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