SHS Drinks has signed an agreement for its WKD RTD brand with UK reality television series Love Island.
The brand will serve as the ‘official alcohol partner’ of the show when it airs on UK TV channel ITV2 this Summer. Upcoming activations to support the arrangement include limited edition WKD-Love Island packaging on the brand’s 70cl Pink WKD variant and selected multipacks, as well as social media competitions and prize giveaways on the brand’s social media channels.
Additionally, video and image content promoting the partnership will run on the brand’s and the programme’s social media channels in the coming months.
“In a fragmented media landscape, Love Island’s meteoric success highlights how our target market still craves a shared experience,” said SHS’s head of brand for WKD, Alison Gray. “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.”
Last January, Coca-Cola European Partners enlisted former Love Island contestant Ovie Soko as an ambassador for its Diet Coke brand in the UK.