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SHS supports new WKD Vegas with on- and off-trade promotions

Tuesday December 9, 2014 at 8:59pm
Independent drinks company SHS has added a new limited-edition flavour to its WKD range, WKD Vegas, and is supporting the launch with a heavyweight social and online digital media campaign, extensive consumer sampling activity, introductory price promotions and on- and off-trade specific activity. Available from January 5 2015, WKD Vegas takes its cue from the vibrant nightlife and neon signs associated with the world-famous Vegas Strip. The WKD logo on the 275 ml bottles has been transformed into a Vegas-style sign, creating high impact stand-out in the chiller, while the case outer graphics convey the atmosphere of Vegas at night. Brand owner SHS Drinks will be inserting promotional leaflets into cases of WKD Blue (24 x 275ml) to alert licensees to the arrival of the new Limited Edition, and support for licensees includes free POS and rate-of-sale driving kits enabling them to offer customers purchasing two bottles of WKD Vegas a free pair of gold sunshades complete with sideburns. In Scotland, SHS Drinks will be giving licensees scratch-cards for licensees to hand out to customers purchasing WKD Vegas, giving them the opportunity to win a pair of the gold sunshades. This is to meet the stricter laws on alcohol marketing in Scotland. WKD Vegas will be available until December 2015 and will retail at the same price as the other variants in the WKD range.* Debs Carter, marketing director – alcohol, at SHS Drinks, says: “The success of WKD Brazilian Limited Edition this year, which generated approaching £1.5 million-worth of sales, has demonstrated that there is a real appetite amongst consumers for Limited Editions from WKD. Extensive consumer research identified the fact that being a Limited Edition made people want to try the new addition and that the Vegas theme is also a big pull. Las Vegas is the party town – associated with fun, high energy, great nights out –a perfect match for WKD.”
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