New packaging for WKD drinks
Beverage Brands has also taken the opportunity of the design upgrade to introduce additional information on its back labels and multipack outers which goes beyond statutory requirements.
08/05/08 New bottle labels with a strengthened logo, simplified text, greater focus on the brand’s credibility, and more emphasis on the respective flavour variants will be phased in over the next six weeks.
Over the same period, new four- and 12-pack outers will also be introduced. The simple black background used on the new multipacks will greatly improve fixture stand out and is intended to give greater synergy between the look of the secondary packaging and WKD’s communication support.
“It’s certainly a classic example of evolution, not revolution,” states Karen Salters, Beverage Brands’ Marketing Director. “It’s very much a case of making a good thing even better; we’re enhancing, not re-inventing. WKD certainly doesn’t need to be over-designed and ‘fancy’ to appeal to consumers.”
“Interestingly,” she explains, “the most important thing we’ve done is listen to our core consumers. In research they said quite clearly that the current design has strong appeal and that they wouldn’t like to see radical changes. When your consumers tell you that your brand design is loved and considered iconic, then you listen carefully.”
Beverage Brands has also taken the opportunity of the design upgrade to introduce additional information on its back labels and multipack outers which goes beyond statutory requirements. A table providing government daily unit guidelines and a logo warning to avoid alcohol if pregnant are now incorporated. These voluntary enhancements are in addition to the existing Drinkaware website address and ‘units of alcohol’ device.
Salter concludes: “It is imperative that we evolve WKD’s packaging to ensure continued impact as befits the consumers’ favourite RTD. It is equally important that we also offer consumers all the information and guidance possible so that they can enjoy WKD safely and responsibly.”
