WKD is branching out into the cider market with the launch of 4.5% ABV WKD Core.
Packaged in 500ml green bottles featuring the WKD logo above an ‘Apple Cider’ descriptor, WKD Core is being launched to the trade from this month.
The launch will be supported by a national outdoor campaign; press and TV advertising; on-line activity intended to spread the word to more than five million consumers; and more than 100,000 people will get the chance to try WKD Core during the launch sampling drive.
In addition to the WKD Core campaign, it is expected the new brand will benefit from the halo effect of the pound;26.5m marketing spend behind the WKD brand portfolio.
Trade support for the launch will initially be focused on awareness and trial-generating promotional activity including POS materials and promotional stock deals aimed at incentivising trial among licensees and retailers.
POS items such as shelf-wobblers and leaflets providing merchandising advice will be inserted into the 12x500ml bottle cases which also feature a message on the outside urging WKD Core stockists to “Please put me with cider”. Pallet wraps, standees and posters are being supplied to cash and carries to increase visibility in depot.
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