WKD is being made available in new 8-packs.
From July until September, the packs of WKD Blue will be available exclusively to independent retailers, while stocks last.
Selected stockists will also be able to obtain stock of WKD’s other variants: Iron Brew, Red and Purple. Using a fully-enclosed box format, the 8-packs aim to have stronger shelf stand-out.
The new packs are the latest component in the brand’s ‘WKD Weekends – Bring It On!’ campaign.
The all-encompassing, weekend-based promotional theme is utilising a new form of interactive packaging to link consumers with digital content.
Consumers can directly view WKD’s augmented reality (AR) activity via the 8-packs of WKD.
Having downloaded a free smartphone app, consumers are able to view, take part in, and share the exclusive, entertaining digital content from WKD.
Consumers utilising the new technology will see WKD take on a whole new dimension when they point their smartphones at the special packs.
A series of evolving AR content imagery is being used throughout 2012.
This summer, by pointing their smartphone at an 8-pack, consumers can view the new WKD Cocktail Recipe Maker.
This fun AR content enables consumers to create a series of cocktail recipes by selecting a WKD flavour variant.
Consumers are also encouraged to share their own recipes in a bid to make them famous.
In addition to the multipack outers, utilising augmented reality on the individual 275ml bottle labels, consumers can access WKD’s fun ‘Big Head’ free app which lets consumers ‘supersize’ their own head and make it as large as that of the Head of Weekends, WKD’s amusing promotional character.