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WKD developing above-the-line campaign to promote new purple variant

Drinks brand WKD is set to launch a campaign to promote its limited edition purple variant.

The campaign, by creative agency Big Communications, will run across TV, outdoor, trade press and POS from next month, alongside the strapline ‘It’s new. It’s WKD. It’s purple.’

Big was also involved in the development of the packaging for the product, which will have a mixed-berry flavour.

Dylan Bogg, chief executive for Big Communications said: "WKD's brand work continues to outperform even the massive spenders in the marketplace, which is testimony to having a consistently strong, recognisable brand message."

The drink will initially roll out through a trial run.

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