Superdrug rekindles commercial ties with Love Island

The cosmetics retailer has announced its sponsorship of the ITV2 series for a second year

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Superdrug has renewed its sponsorship of British TV series Love Island.

It will be the second year that the A.S. Watson retailer has been a commercial partner of the dating programme.

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.”

Superdrug plans to promote its private label summer products such as fake tan, sun care and deodorants.

The sponsorship deal includes product placement and advert indents which will feature on multi-platforms.

“This is an excellent multi-channel campaign for Superdrug to increase brand awareness with a highly-engaged audience,” said Jodie Miles, Invention Account Director at Mindshare, the product company behind Love Island.

“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.”

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