WKD is building on its hugely successful two-year association as the Official Alcohol Partner of Love Island by announcing a deal to expand the collaboration for a further two series in 2023.
This year will mark a step-change in the programme’s on-air presence with two separate series of the hit ITV format airing in the same year for the first time ever. WKD is to be the Official Alcohol Partner for both Series 9 (January – March) and Series 10 (summer), doubling its opportunities to engage with consumers and doubling the opportunities to grow sales for stockists.
The 2023 partnership will provide WKD with extensive co-branded opportunities and be the focal point of the brand’s marketing support. Plans to leverage WKD’s exclusive Official Alcohol Partner status and maximise the tie-in will include social, digital and influencer activity.
The signing of the two-series deal comes on the back of news that total WKD brand value across the on- and off-trade is at a 10-year high (Nielsen).
Last year was a busy one for WKD innovation-wise with the launches of WKD X – a 7% ABV alcoholic drink containing caffeine, guarana and taurine which draws its inspiration from the energy drinks category – and 4% ABV WKD Berry Blast, an on-trend variant featuring impactful graphics which convey its ‘vibrant’ taste. In addition, WKD introduced a selection of co-branded promotional and limited-edition SKUs to successfully bring the 2022 Love Island association to life at the point of purchase.
Alison Gray, head of brand – WKD at SHS Drinks, said: “The success of the partnership is a key reason behind WKD’s impressive recent performance. Consumers and stockists can look forward to another year of fun, innovative Love Island-related activity from WKD and, with two Love Island series in a year for the first time ever, we’re doubly happy and doubly confident that this really is a win: win, win: win scenario.”
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