WKD is growing its relationship with Love Island this summer with a series of TV ads, on-pack executions, and a social media campaign.
WKD is back on TV throughout the summer with a sequence of humorous ads showcasing the Love Island association. The campaign features the strapline ‘WKD coupled up with Love Island; Love it!’. Aside from the core TV channel, the ads are also viewed extensively through non-TV devices, via the Love Island app, and across WKD social channels.
To help re-enforce the partnership, there will be two Love Island co-branded designs on limited edition 700ml bottles of WKD Pink. Both designs are available in regular and £2.99 price-marked pack (PMP) versions – with the PMPs available exclusively to independents.
There will also be a co-branded consumer competition offering opportunities to win thousands of items of exclusive Love Island and WKD merchandise or money off future purchases appears on key WKD multipacks. The activity – which runs across 4x275ml WKD Blue (PMP only, priced at £4.99); 10-packs (10x275ml WKD Blue and 10x275ml WKD variety pack) and 12x275ml WKD Blue – provides a chance to win with every pack purchased.
WKD has also enlisted previous contestant and leading social media influencer Chris Taylor as brand ambassador. Through a series of weekly videos created exclusively for WKD, Chris offers comment and insight to his 1.1 million followers.
Alison Gray, head of brand – WKD, at owner SHS Drinks, said: “WKD and Love Island are the perfect match: we were made for each other. With our witty TV ads and a million packs both spotlighting the Love Island association – plus chances to win tickets to the programme’s Live Final – we know we chose the right partner. Our consumers enjoy Love Island with a passion, and our high-profile coupling up with the programme is driving summer sales for independents.”