Brands. The real Love Island winners. #Gotatext #Winning #LoveIsland
Monday 24th July 2017 is a day that will live long in the hearts and minds of reality TV junkies as Love Island Season 3 came to a close. Gutted. For seven whole weeks, mums, dads, brothers, sisters (you get the idea — bloody everyone) tuned into the hit show which saw #TEAMKEMBER bag fifty g’s in last night’s live final.
But #TEAMKEMBER weren’t the only ones to win big. In this post we take a look into how the show has changed the lives of the brands involved. Or not.
ITV — Broadcaster and and God of Love.
According to the reports, viewing stats averaged between 2.5 million and 3 million each night, up 73% from last year. Official merchandise is sold out, and ITV managed to hook their biggest 16–24 audience of the entire year. The show also made serious waves on the internet, with over 133,000 Instagram posts using #LoveIsland and 46,800 social mentions of ‘muggy’ — one of our favourite takeaways from the series. (Source: The Drum)
Speaking about the show, ITV Studio’s Creative Director for Entertainment, Richard Cowles said: “We are delighted that viewers have embraced Love Island so wholeheartedly; it has become the most talked about show of the summer. We are thrilled that we will be back with a new series next year.”
Paul Mortimer, ITV’s Head of Digital Channels & Acquisitions, also said: “At ITV2, we couldn’t be more thrilled with how Love Island fever gripped the nation. Now established as the perfect series to start the summer, we’re delighted to be bringing the show back for our young adult audience in 2018”. (Source: Huffington Post).
Nice one ITV.
Superdrug — Official sponsor and now high street pharmacy boss.

Superdrug — the headline sponsor of #LoveIsland for the second year benefited hugely this time around. Ad breaks and product placement throughout the show resulted in a 900% surge in online searches during the past month, giving the brand a competitive edge over rival Boots.
“Superdrug’s 15 second opening credit sequence and 10 second bumpers throughout the show are really paying off. However, the real winners are those brands that didn’t pay the hefty sponsorship fee but continue to see spikes in online interests for their products”(Source: Captify).
Tesco — The creator of the mug of all mugs. SOLD OUT.

Even Tesco got in on the act, retailing ‘Muggy Mike’ mugs, which aren’t exactly original, but definitely well timed. The mugs are now sold out on Tesco’s website, but they’ll let you know when they have more in stock:
https://www.tesco.com/direct/be-like-muggy-mike-10oz-ceramic-mug/116-8911.prd?source=others
Asos — white jeans. Khaki t-shirt. #Style.

Exclusive sources tell us that Asos’ quarterly profits are set for a massive spike thanks to an unprecidented surge in sales of skinny white jeans and muscle-bulging khaki t-shirts — proving that consumers really do buy what they see. We asked Asos’ marketing team to comment on our intel, but so far, memories are all we have.
SUBWAY — The original Tuna Melt.

If you watched the show, you know what we mean.
So what can we can we learn from #LoveIsland this year? Pop culture pays. Big TV shows and celebrities offer brands and marketers the opportunity to create cost-effective, engaging and reactive PR by piggybacking on an already established conversation.
If you’re looking for a partner to help your brand ride the wave of the moment, or even create your own big conversation, then get in touch today.
E: hello@theancestorsglobal.com
