Accolade Wines, the UK’s No 1 wine company, has announced that Echo Falls will be the drinks partner of the summer’s hottest TV show, Love Island 2018 on ITV2.
Since its launch in 2003, Echo Falls has grown to be the second largest wine brand in the UK behind Hardys, worth £164m in sales, of which its Fruit Fusions range is worth over £60m annually (Nielsen Scantrack data – 24.3.18).
Laurence Hinton, brand manager for Echo Falls, said: “We are partnering with what is probably the UK’s most talked about TV property with a huge appeal among our target audience of 18-24 year olds.”
Last year’s series of Love Island was one of the biggest programmes of the summer and the final recorded ITV2’s biggest ever viewing figures.
As part of the partnership, Echo Falls will be creating co-branded bottles, and the Love Island logo will appear on POS, in-store, social, digital and advertising. Echo Falls will be directing consumers who buy the limited edition Love Island branded bottles to their Facebook page to take part in a nationwide competition to send two lucky winners to the Live Love Island final.
The brand new Echo Falls TV advert will also been seen across key advertising periods around Love Island, extensive video on demand around the show and other key programming, and featured on the ITV Hub.
“Our consumers are spontaneous and sociable and they are watching and participating in the Love Island experience which extends from broadcast to digital and generates high levels of conversation in offices, universities and homes across the country,” adds Hinton.
“Love Island is a perfect fit for Echo Falls as both brands attract people who have the same attitude and approach to life. Echo Falls is the second largest wine brand in the UK and this partnership allows us to tap into the fun, spontaneous side of our core consumer and engage with them on a new level,” continues Laurence.
“This partnership doesn’t just offer compelling airtime it translates into digital and word of mouth which is a key channel for our consumers.”