Superdrug to sponsor Love Island
The deal was planned and brokered by Mindshare’s invention team.
With Love Island returning to UK screens this summer, the sponsorship agreement includes specially created idents focusing on Superdrug’s own brand summer products such as sun care, fake tan, deodorants and toiletries.
It also includes a product placement partnership where Superdrug will be providing own brand holiday essentials for the contestants to use.
Simon Comins, Superdrug commercial director, said: “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.”
Other marketing activity aimed at consumers this summer will include a new TV advertising campaign, the relaunch of Superdrug’s beauty bus and three new exclusive videos unveiled every week on the SuperdrugLoves Youtube channel.
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