Rosie Davenport
Beverage Brands is boosting its marketing support behind WKD to £24m in 2003 to stave off competition in the crowded ready-to-drink (RTD) sector.
The spend will fund further appearances of the Have you got a WKD side?' campaign, although existing TV ads will remain on screens, airing in three bursts from April.
Targeting male drinkers, Beverage Brands has chosen ad breaks during football games on TV to continue the series of creatives about the exploits of a group of friends.
The TV campaign will be backed up by outdoor poster advertising and a marketing drive in 200 universities and colleges. WKD will continue its sponsorship of digital scoreboard screens at Premiership football grounds including Everton, West Ham and Aston Villa.
Karen Salters, marketing manager at Beverage Brands, said: "We have upweighted our investment in WKD because with so many me-toos' being manufactured, innovation and consistent brand support are paramount. We would anticipate the investment we have put behind WKD will ultimately drive total RTD category sales."
Beverage Brands will continue the washroom advertising drive currently running for WKD's Silver variant.
Sponsorship in 2003 will include the WKD Film Festival, an association with Diesel clothing,and WKD National Kebab Week.