- sponsorship of ITV2’s Love Island to focus on own brand holiday essentials –

Superdrug announces it is reprising its sponsorship of ITV2’s Love Island for the second year, after the success of the 2016 campaign. The deal was planned and brokered by Mindshare’s Invention Team.

Coming this Summer, Love Island returns featuring singletons all hoping for the ultimate summer romance. This year Love Island will also have a weekly live panel show which will give viewers all the latest gossip from the villa, and will also carry Superdrug sponsorship.

As part of the agreement, specially created idents will focus on own brand summer products from sun care and fake tan, to deodorants and everyday toiletries such as shower gel.

The sponsorship also includes a product placement partnership where Superdrug will be providing own brand holiday essentials for the contestants to use on their stay on the Island including Solait suncare and bronzing for their everyday needs.

Simon Comins, Superdrug Commercial Director comments: “The sponsorship last summer was a great success and we are delighted to be being part of Love Island again this year. The audience of the show is the perfect demographic for our brand and our partnership with Love Island will allow us to showcase our own brand holiday products in prime time TV slots at this peak time.”

Jodie Miles, Invention Account Director at Mindshare, said: “This is an excellent multi-channel campaign for Superdrug to increase brand awareness with a highly-engaged audience. Not only will Superdrug be the official vote partner and have brand presence in the Love Island app, but it will also be able to use content and cast imagery across all its various platforms to create further brand association.”

Other marketing activity which will target customers this summer includes a new TV advertising campaign, the relaunch of Superdrug’s famous beauty bus and three new exclusive videos unveiled every week on the SuperdrugLoves Youtube channel.

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