Beverage Brands has lined up a new cinema-specific ad for its WKD RTD brand in the UK.

'Warm Up', which will begin showing this summer, follows two TV executions launched in May, the company said today (29 July).

The advert gives viewers "humorous insights" into the lives of WKD consumers, as well as strengthening the drink's associations with grass-roots football. Its launch ties in with the beginning of the new football season in the UK next month.

"WKD has a history of taking a cheeky look at the less serious side of football and this ad certainly extends that theme," says Karen Salters, marketing director at Beverage Brands. "The brand has an enviable track record of delivering memorable, engaging communications and this latest execution is no exception."

The campaign launch will include 'seeding' with 2m Facebook users and will target 10,000 consumers who will see the ad on their mobile phones before it first appears in the cinema.

"This significant support will maintain the growth in consumer demand for the brand in 2008," Salters added.