SHS Drinks has unwrapped a festive push for its WKD brand across social media.
The Xmas Rules campaign, kicking off 28 November, is based on the concept that ‘breaking rules’ during the festive season is acceptable.
It had been designed to embrace the “madness of Christmas” - when eating too many pies or wearing tasteless kitschy jumpers could be justified just because it’s Christmas - said marketing director Debs Carter.
WKD will post content to encourage consumers to share their own festive rule-breaking for a chance to win WKD-branded prizes such as festive headgear or wrapping paper.
“Social media is the hub of WKD consumers’ lives and this campaign will bring additional momentum to WKD, and the RTD category during this key trading period,” added Carter.
SHS will be hoping the push brings some festive cheer to WKD sales - down 6.6% year on year to £42.3m [Nielsen 52 w/e 12 September 2015].