WKD has bought back its ‘Got a WKD side?’ slogan for a new £10m push aimed at recruiting Gen Z shoppers into the RTD category.
The campaign – which coincides with WKD’s 30th anniversary – represented a return to “the brand’s cultural roots” and would seek to “re-energise” the brand for a new generation, said WKD owner SHS Drinks.
“WKD has always been about fun with attitude, and that matters more than ever today,” said Scott Bell, head of marketing at SHS Drinks. “‘Got a WKD Side?’ is built on insight and designed for how consumers actually socialise today – real moments shared with mates.”
The campaign will roll out from this spring and span out-of-home, video on demand, digital, experiential and shopper marketing, reaching 90% of 18 to 24-year-olds – the target market for the WKD brand.
In the off-trade, WKD would roll out “standout shipper activations in the major multiples, bold depot takeovers in cash & carry, and high-impact PoS for convenience,” SHS Drinks said.
In pubs and bars, the supplier would “significantly increase investment with key partners supported by disruptive PoS kits”, it added.
“We’re investing at scale because we believe WKD can bring fresh energy to the RTD category, recruit the next generation of drinkers, and keep delivering for our customers across both on-trade and take-home,” Bell added.
WKD revealed last year that it was to step away from its sponsorship of Love Island after five years, electing instead to refocus with a new campaign designed to “supercharge WKD’s relevance with the next generation and re-energise the RTD category at scale”.
It comes with WKD sales having slid by £2.3m (-5.7%) on volumes up by 5.2% in the past year [NIQ 52 w/e 21 February 2026].
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