The multi-strand, cross-sector push is themed around weekends, with the strapline WKD Weekends – Bring It On.
It is centred around Mobile Augmented Reality Advertising – a new type of app that consumers can download free and use to view hidden interactive content by pointing their smartphones at a printed image.
WKD said this will particularly appeal to its tech-savvy consumers, nine out of 10 of whom own a smartphone.
The brand has created a humorous character called the head of weekends to front its activities, which also include on-pack promotions, POS and a sampling tour in which the head of weekends will meet consumers.
The campaign will have backing online and in social media.
Debs Carter, marketing director for brand owner Beverage Brands, said: “Weekends are undoubtedly the best part of the week. This innovative, cutting-edge campaign, coupled with the April launch of our latest TV ad, demonstrates once again that WKD is number one because it’s always looking for new ways to entertain and engage consumers.
“One latest point of difference is that by using groundbreaking augmented reality we continue to raise the bar versus our competitors.”
For free, activity-related paper POS call the WKD Hotline on 0800 917 3450.