ITV’s popular reality show Love Island is back on screens for its eighth season, and RTD brand WKD has also returned as the programme’s Official Alcohol Partner.
Plans to maximise the tie-in include broadcast media, co-branded pack designs, on-pack promotions, in-depot activation, and a huge social, digital and influencer campaign, including exclusive WKD-themed content featuring Islanders.
An on-trade Love Island promotion features for the first time this year as an additional strand of the campaign, with the intention of further increasing awareness amongst convenience shoppers.
The 2022 association marks the second consecutive year that WKD has partnered with Love Island. Last year’s series was 2021’s most-watched commercial programme for WKD’s core target audience of 18- to 25-year-olds.
As part of the sponsorship, a co-branded design will appear on limited-edition WKD Pink 700ml bottles. Complemented by contrasting campaign-themed gold cap closures, the fully sleeved bottles should prove popular for fans of the show and WKD. Brand owner SHS anticipates huge interest amongst shoppers for the Instagrammable bottles.
Furthermore, a co-branded offer on all WKD 10-packs will create opportunities to win exclusive Love Island merchandise, including tote bags, phone cases and the show’s personalised water bottles.
Alison Gray, Head of Brand for WKD at SHS Drinks, commented: “Consumer and trade feedback was extremely positive last year and we’re back with an all-inclusive package deal that’s even bigger and better. Consumers in Scotland are going to see WKD and Love Island brands partnered up on TV, partnered up on retailers’ shelves and partnered up on social media.
“In addition, this year we’ll be filming exclusive WKD content on location in the sun and also setting Islanders some of our very own cheeky ‘YourWKDSide’ challenges. As 2022’s winning couple, WKD and Love Island are going to serve up some sizzling summer fun to entertain, engage and engender sales growth for retailers in Scotland.”
