WKD X gets NPD and first dedicated ad campaign

WKD X – the caffeinated 7% abv ready-to-drink sub-brand of WKD – has introduced two new flavours and debuted its first-ever ad campaign.

Purple Grape and Citrus Ice have joined the WKD X lineup of Blue Raspberry, Mango Passion and Dark Berry.

Available in 500ml, £2.99 PMP cans only, the new SKUs would “complement the existing variants” and help to bolster “the range’s on-shelf presence”, WKD owner SHS Drinks said.

They were based on flavours that were “trending in both drinks and non-drink categories”, it added.

To coincide with the launch of the new flavours, WKD X is to roll out its first-ever ad campaign this autumn. Posters will appear across 1,200 locations around the UK for three weeks from late November.

The OOH push will also coincide with social media and influencer activity from the brand.

“The addition of the new Purple Grape and Citrus Ice flavours emphasises conclusively both our commitment to the range and consumers’ overwhelmingly positive reaction to developments so far,” said head of brand for WKD Alison Gray. “Our striking new poster ads are going to build even greater awareness and help elevate WKD X to the next level.”

Initially launched in 2022, WKD X was reimagined by SHS Drinks last year with new flavours and packaging. Mango Passion, Dark Berry and Blue Raspberry replaced the original duo WKD X Blue and WKD X Gold.

The move appears to have paid off, with WKD X volumes in impulse up 88% year on year [NIQ 52 w/e 10 August 2024].