Continuous appointed lead agency for WKD

Liverpool-based brand agency Continuous has been appointed lead agency for WKD following a competitive pitch, securing a multi-year brief that will guide the brand’s activity as it approaches its 30th anniversary in 2026.

The appointment positions Continuous at the centre of WKD’s long-term creative direction. The agency will work alongside SHS Drinks and incumbent partners to develop a platform intended to support the anniversary programme and the brand’s longer-term positioning.

Creative direction and activations

As part of the remit, Continuous will lead a programme of consumer and trade activations designed to engage audiences and support growth within the ready-to-drink category. The work will draw on WKD’s established brand character while aiming to connect with future audiences.

The brief also covers the development of culturally focused activity across multiple channels, with the anniversary year acting as a milestone for broader brand investment and visibility.

Investment behind the anniversary

Scott Bell, Head of Marketing, SHS Drinks: "WKD is coming back in a big way. Turning 30 is a huge moment for any brand – but especially one with WKD’s cultural footprint – and 2026 gives us the perfect platform to show up louder, sharper and more in tune with the next generation."

Scott Bell, Head of Marketing, SHS Drinks: "We’ve got exciting plans lined up as part of a £10m investment in our anniversary relaunch, spanning TV, digital, experiential and shopper activity. Continuous are the perfect creative partners to help us bring this next chapter to life."

According to SHS Drinks, the agency stood out during the pitch process for its strategic approach and category knowledge, with Continuous expected to play a central role in shaping future brand direction.

Agency perspective on the brief

Scott Bell, Head of Marketing, SHS Drinks: "They stood out through the strategic rigour of their response, combined with their deep understanding of the drinks industry. We were looking for a lead agency who could challenge our thinking and help us shape WKD’s future with confidence. Continuous has already demonstrated exactly that."

David Beattie, Business Director, Continuous: "WKD is a true icon of the UK drinks market. This appointment is an exciting opportunity to unlock what’s next for a brand with such incredible heritage, personality and future potential. We’re thrilled to be working alongside the SHS Drinks team as they build towards a landmark 2026 and beyond."

www.wkd.co.uk

www.wearecontinuous.net

Follow Marketing Report on LinkedIn