WKD is to invest more than £10m into a major 30th anniversary relaunch it is hoped will stem sales declines.
The investment marks a “bold new direction” for WKD, including a refreshed identity and a “high-profile” national marketing campaign, spanning TV, digital, experiential and shopper activity.
WKD will begin teasing elements of its relaunch in early 2026, including its marketing campaign and “Gen Z-focused” TV plan.
For the first time in five years, this TV plan will not include sponsorship of Love Island, owner SHS Drinks has confirmed. WKD became the official drinks partner of Love Island in 2021 and has sponsored the reality TV show every year since.
Instead, WKD will focus solely on its 30th anniversary campaign, designed to “supercharge WKD’s relevance with the next generation and re-energise the RTD category at scale”, according to SHS Drinks.
“WKD is gearing up for its biggest year yet,” said SHS Drinks head of marketing Scott Bell, adding that he hoped “to bring the brand’s personality back to the forefront”.
WKD has appointed Liverpool-based brand agency Continuous to work on the anniversary campaign and help shape its long-term direction.
“Continuous will support us creatively as we build this next chapter, but above all, 2026 is WKD’s year, and we can’t wait to reveal what’s coming,” Bell added.
The Grocer’s upcoming Top Products 2025 survey, publishing next week, will show that WKD has suffered year-on-year value and volume declines [NIQ 52 w/e 7 September 2025].
However, SHS Drinks pointed out that volume sales of WKD have risen by 12% over recent weeks, according to NIQ data [12 w/e 1 November 2025].
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