WKD has entered into an exclusive deal with ITV2’s Love Island to become the Official Alcohol Partner of the programme which returns to screens this summer.
The brand’s major marketing campaign will comprise broadcast media, bespoke co-branded pack designs, money-can’t-buy consumer prizes and extensive social and digital content.
The relationship-based reality show attracted an average 5.9 million viewers across all devices in the last series, becoming the most watched digital channel programme ever.
As part of the tie-in, WKD will be back on TV with a series of ads showcasing the programme association. The campaign will air across the upcoming series using the strapline ‘WKD coupled up with Love Island; Love it!’. The ads will also be viewed extensively through non-TV devices, plus via the Love Island app and across WKD social channels.
WKD has also announced unique pack initiatives, with two Love Island co-branded designs set to appear on limited edition 700ml bottles of WKD Pink. The bottle designs will be available in regular and £2.99 price-marked pack versions.
A co-branded on-pack offer will feature prominently on key WKD multipacks, offering thousands of opportunities to win exclusive Love Island and WKD merchandise, including the show’s legendary personalised water bottles.
In addition, the brand will launch a comprehensive social media campaign.
Alison Gray, head of brand for WKD at SHS Drinks, said: “WKD is thrilled to have successfully coupled up with such a sassy partner as Love Island. In a fragmented media landscape, the show’s meteoric success highlights how our target market still craves a shared experience.
“Forging relationships is at the heart of Love Island and this partnership will enable WKD to deliver a comprehensive campaign with huge reach which will be on TV, on pack, on social media and, most importantly of all, on people’s lips and generating a real talk-about factor. In the ‘always on’ world of young adults, linking with the show gives WKD the opportunity to drive relevant messaging to our target audience 24/7.”
