SHS Drinks appoints Life Agency to reinvent WKD in the on-trade

WKD: brand repositioning
WKD: brand repositioning

SHS Drinks has strengthened its agency roster as it looks to reinvent its WKD brand, with the appointment of integrated shop Life Agency following a competitive pitch.

Life Agency’s initial remit will be to support the brand’s new ‘For the Now’ positioning within the on-trade. It will work on the channel strategy and implementation of that strategy as WKD aims to be more relevant to its core 18-24 year old target audience. Part of the agency’s remit will be working closely with the brand’s social media channels to ensure the brand celebrates the new ‘For the Now’ positioning in its purest form via bar. Life will also work closely with incumbent creative and media agencies Bray Leino & Mediacom respectively.

Ewan Martin, SHS senior shopper marketing manager, said: "Life Agency are a great addition to our agency roster. They were able to apply their vast on-trade knowledge to the challenges we face in reinventing the WKD brand to create a great plan that we can’t wait to take to trade."

Life Agency group account director, Chris Walker, added: "We’re delighted to have been awarded the chance to help reinvent WKD. The brand is at a point where some exciting and brave choices need to be made and we’re thrilled to be asked to be part of that process."

Wow juice appointed agency Diffusion last month to spearhead its launch in the UK with a campaign spanning experiential and events. 

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