WKD in new cinema advertising campaign

Tuesday, 29 July 2008

A new, cinema-specific ad from WKD is set to entertain audiences and comes hot on the heels of two TV executions launched in May. Over nine million cinema-goers will see the ad between its summer launch and the end of December.

The new ad, ‘Warm Up’, gives viewers yet more humorous insights into the lives of WKD consumers, as well as strengthening further WKD’s associations with grass-roots football, and its launch ties in with the beginning of the new football season.

As part of the on-line support for the launch of the ad, visitors to wkd.co.uk will have the chance to win the actual team strips featured in the ad.

“WKD has a history of taking a cheeky look at the less serious side of football and this ad certainly extends that theme,” says Karen Salters, marketing director at Beverage Brands.

“The brand has an enviable track record of delivering memorable, engaging communications and this latest execution is no exception.

“WKD has one of the highest TV ad spends by an alcohol brand and has the best recall of any alcohol brand on TV. This bespoke cinema execution will maintain the momentum generated by the recent new TV ads.

Again we’re employing innovative ways to launch the ad, including seeding with 2 million Facebook users and targeting 10,000 consumers who will see the ad on their mobile phones before it first appears in the cinema.”

Salters concludes: “With yet another great new ad and high profile media support, trade customers are set to benefit even further from our continued investment in WKD. This significant support will maintain the growth in consumer demand for the brand in 2008.”