Leading the RTD revolution with can-first thinking
WKD
Challenge
As #1 in traditional RTDs (49% share), WKD had awareness but not relevance. Gen Z wanted portable, sustainable and social friendly formats. It was time to move to cans.
Solution
Reimagined WKD’s bold, iconic assets for cans; colour blocking, logo and simplicity creating instant shelf appeal.
Shift
Reframed the can not as a format change but a brand moment. Reintroduction for a new generation of drinkers.
The impact
+30% sales vs 2019, driven by cans 2024: WKD’s 3rd best sales year in a decade. Stronger chiller presence, more relevance in mixed-format.
“Unhidden helped us reimagine WKD for a new generation without losing what makes us iconic. The move to cans wasn’t just a format change - it became a bold, modern brand statement that reignited relevance and drove real results.”
Brand Manager
