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Echo Falls is tapping into millennial psyche by partnering with ITV2’s Love Island
Echo Falls is the new drinks partner of ITV2’s seminal reality TV show Love Island, and will even send two people to the live finals this year in a bid to corner the 18-24 market.
(Photo: ITV)
Since its launch in 2003, Echo Falls has grown to be the second largest wine brand in the UK behind Hardys, worth £164m in sales, according to parent firm Accolade.
The partnership, which was announced on Wednesday, will see Echo Falls adverts appear in key slots while the show airs on ITV2 this summer.
Last year’s series of Love Island was one of the biggest programmes of the summer and the final recorded ITV2’s biggest ever viewing figures. As part of the partnership, Echo Falls will be creating co-branded bottles, and the Love Island logo will also appear in-store, as well as on social, and digital advertising.
Echo Falls will be directing consumers who buy the limited edition Love Island branded bottles to their Facebook page to take part in a nationwide competition to send two winners to the Live Love Island final.
“Our consumers are spontaneous and sociable,” said Echo Falls brand manager Laurence Hinton.
“They are watching and participating in the Love Island experience which extends from broadcast to digital and generates high levels of conversation in offices, universities and homes across the country.”
Hinton said the TV show is a natural fit for Echo falls as both brands “attract people who have the same attitude and approach to life.”
“We are partnering with what is probably the UK’s most talked about TV property with a huge appeal among our target audience of 18-24 year olds.”
“They are watching and participating in the Love Island experience which extends from broadcast to digital and generates high levels of conversation in offices, universities and homes across the country.”
Claire Heys, ITV’s brand partnerships and content director, said: “Love Island is one of the biggest shows on TV and I’m very pleased to welcome Echo Falls on board as a partner.”