Alcohol brand WKD is backing its launch into the cider market with a national outdoor advertising campaign by Leicester's Big Communications.
The drinks brand will promote its new apple cider product, WKD Core, with special build sites in the shape of massive apple trees and LED panels in major cities across the UK.
The two-week burst breaks in early August and will be followed by more outdoor activity later in the year.
Supporting the posters will be press ads in men's lifestyle magazines and national newspapers as well as online activity.
"We’ve been working with WKD for some time now and it’s great to be involved right at the start of a fantastic project like this,” said Big's executive creative director, Dylan Bogg.
“The campaign really sets us apart from more traditional cider imagery and will build upon WKD’s well-established personality,” he added. “We can’t wait to see it go live.”
The cider product is WKD's first venture away from spirits-based drinks since its owner, Beverage Brands, launched WKD Original Iron Brew in 1996.