New WKD ads set to hit TV screens

The new ads will build on the success of the well-established “Have You Got A WKD Side?” campaign which has proven so popular with consumers since it was first introduced in 2001.

The ads, 'Gym' and 'Man Flu', give the viewer humorous insights into the lives of the WKD consumer.

WKD advertising has an enviable track record of delivering memorable, engaging communications, and the latest executions are set to build further upon this strong pedigree.

The new 20” and 30” executions will first air on 26 May to kick off a five-week burst of national advertising, and in the days leading up to the launch around 30,000 consumers will be given a chance to preview the ads before they go live on air through a series of targeted on-line and mobile phone initiatives developed to create a buzz around the new campaign.

This will form the second phase of TV support this year.

Debs Carter, Brand Controller for Beverage Brands which owns WKD, says: “We believe that these two ads will maintain the momentum for an already highly successful campaign.

“WKD consumers relate to our characters and we know that these two scenarios will really strike a chord with our target audience. They are going to be ads that they relate to, and laugh at – again and again.

“Research tells us that WKD ads continue to amuse viewers even after multiple viewings. For the first time, we're also giving consumers the opportunity to have a sneak preview of the new ads via our website.

“As well as e-mailing registered users of the WKD website inviting them to log on to be one of the first to view the new ads, we'll also be creating awareness of the preview facility through on-line advertising on sites such as FHM, Zoo and Loaded, and we're linking in to a database system which will enable our target market to view the ads on their mobile phones.”

Such was the popularity of the Man Flu ad in consumer research, that Beverage Brands has created a new website www.wkdmanflu.co.uk which offers advice WKD-style on how to cope with man flu. The web address is publicised on the end frame of the Man Flu ad.

Carter is keen to point out though, that this is not just humour for the sake of it. “Of course we want consumers to watch our ads and enjoy them; the laugh-out-loud humour is just what our target audience enjoys. Our overarching aim, however, is to build a leading drinks brand.

“Through humour our ads achieve high levels of cut-through and motivate consumers to engage with the brand over the long-term. These ads again showcase the off-beat humour that epitomises WKD and gives viewers just that little bit of permission to dare to be different.

“The new ads will feature in key Euro 2008 matches on TV this summer,” states Carter. “Although the Home Nations all failed to qualify for the Championships, the tournament will still be the biggest TV event of the summer for our core consumers and will still provide the perfect excuse for one of their favourite pastimes – watching the footie.”

Beverage Brands points to WKD's high profile marketing activity as the key to the success of the brand. “The consistency and humorous nature of WKD's advertising sets it apart from other brands and has fuelled its continued sales growth,” explains Carter.

“Our 2008 media planning utilizes key consumer insights gleaned form our extensive research and allows us to maximize our spend to the greatest advantage.

“WKD has the seventh1 biggest TV ad spend by alcohol brand. This demonstrates just how much we support and believe in it. Whether advertising motivates and involves the consumer is just as important as pure spend, and again the WKD ads score highly on both counts, with the advertising having the highest recall of any alcohol brand on TV2.”

Carter concludes: “With two great new ads and a package of high profile media support, trade customers look set to benefit from our significant investment in WKD. This continued innovation will maintain the growth in consumer demand for the brand which, in turn, will build sales even further.”