WKD Couples Up With Love Island
WKD, the UK’s no.1 RTD, is signalling a major push in 2021 with the announcement that the brand is to be the Official Alcohol Partner of ITV2’s Love Island. The exclusive deal will give WKD extensive association with a programme format which has transcended from hit TV show to cultural phenomenon.
The comprehensive plans to support WKD’s Official Partner status will comprise broadcast media, on-trade kits to bring the Island vibe into outlets, money-can’t-buy consumer prizes and extensive social and digital content. The forthcoming series will air on ITV2 this summer.
Love Island – the relationship-based reality show featuring a cast of singles hoping to find love in the sun and win a cash prize in the process – has gone from strength to strength with every series. The last summer series attracted an average 5.9 million viewers across all devices and the show became the most watched digital channel programme ever. Series 5 of the show won the 9pm slot every night for 18-34 year-olds and with the show’s 18-34 TV audience up 657% since Series 1, Love Island is considered a perfect partner for WKD by owner SHS Drinks.
As part of the high-profile 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 hugely popular Love Island app and across WKD social channels.
WKD will be putting the Love Island association front and centre in pubs and bars this summer with fun kits which will bring the partnership to life. Focusing on the brand’s bright and vibrant WKD Pink variant, innovative activity will build outlet footfall and drive rate of sale for stockists by leveraging young adults’ desire for all things Love Island-related. As part of the campaign, a range of Love Island-inspired WKD-based cocktail recipes will create feel-good Island vibes.
PR and Social Media Amplification
Through a range of activities on the WKD social channels, the UK’s leading RTD1 will appeal to consumers hungry for information and gossip about the show’s participants. WKD will drive home its Love Island association with a comprehensive social media campaign including:
- Engaging competitions to win exclusive Love Island and WKD merchandise – such as the show’s legendary personalised water bottles – and chances to secure genuine money-can’t-buy prizes
- Interviews with Islanders’ friends and family
- Villa exclusives featuring clips and stills
- Activities with key social media influencers
“It’s great to have engaged a fun, energetic and high-profile brand like WKD as Love Island’s Official Alcohol Partner,” says Simon Daglish, ITV Deputy Managing Director, Commercial. “The Love Island media presence stretches far beyond the nightly TV episodes as the social media and in-outlet opportunities that the show offers WKD are extensive. This is a great example of how we can work with brands more widely than spot advertising and we look forward to working with SHS Drinks as TV’s hottest show returns this summer.”
Alison Gray, Head of Brand – WKD, at SHS Drinks, says: “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 cocktail menus, on social media and, most importantly of all, on people’s lips, creating a real talk-about factor when friends get together in pubs and pub gardens. 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.
“The hit TV show will deliver some much-needed sun, fun and romance this year, with WKD and Love Island set to be the summer’s winning couple! Linking with the series is the perfect way to ensure that the UK’s no.1 RTD1 is top of mind for consumers as the trade reopens and WKD picks up where it left off: creating big smiles and generating strong sales for stockists.”