Lucozade Zero x Love Island: Fancy It?
Lucozade are relaunching their zero sugar offering this summer with a fresh, fun Partnership that is set to encourage customers to forego compromising quality taste for zero sugar.| June 6th, 2018
With Love Island having become a hotly anticipated summer TV staple, Lucozade Zero have identified a link to a highly engaged audience and are to coupling up with the hit ITV2 show to maximise eyes across their first venture into advertising since their launch in 2016.
The brand is the official Soft Drinks Partner for series 4, with a package that includes a licensing deal, presence across ITV’s channels and most excitingly, production of a new TV ad alongside the producers of Love Island itself.
The 30 second TVC, which takes cues from the show itself, is a humorous send up of the drawbacks of finding an ideal partner before finding that perfect match – an ice cold bottle of Lucozade Zero.
Using Love Island’s iconic visuals and Lucozade Zero’s light-hearted tone, the production has generated a host of content across ITV’s channels. This includes 5 second bumpers for the ‘First Look’ content which is hosted on the show’s app and YouTube – an exclusive sponsorship of unseen footage for the upcoming evening’s show.
The brand is also creating branded polls and quizzes on the Love Island app, ROS display across ITV.com/loveisland and reactive social activation posts across Love Island’s handle on Twitter, Facebook and Instagram, allowing the brand to engage with the super fans of the show and drum up awareness in a native environment.
The entire campaign is based on owning the core ‘coupling’, ‘new arrivals’ and initial attraction moments from the show, tying in nicely with Lucozade Zero’s new ‘Fancy It?’ tagline. It is these moments that provide the watercooler chats the following day, and this strategy allows the brand to align themselves with the most talked about points of the series in a fun and charming way.
This partnership will be supported by owned social content, Out of Home across the country in July featuring mass reaching roadside, bus, rail and large format digital sites and Point of Sale activity which will all promote competitions and encourage prospective customers to give the brand a try.
To view the content and for a chance to win 2 tickets to the Love Island Final, please visit https://www.lucozadeenergy.com/lucozade-zero/
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