Nestlé’s Nescafé brand has announced it will be “coupling up” with ITV2’s Love Island show as the official iced coffee partner.
Nescafé noted that the collaboration marks a significant step in its brand-building strategy to reach a broader and younger audience. Sales for iced coffee are in double-digit growth, and research shows that Gen Z in particular are embracing this trend.
Nescafé will exclusively stock the Love Island Villa with its recently launched Espresso Concentrated range, which can be used to make barista-style iced coffee drinks at home. Islanders will have access to all three flavours – Vanilla, Caramel and Classic – to make their own iced coffees.
The collaboration is in addition to the announcement of a global partnership with renowned digital magician and filmmaker, Zach King, who will serve as the brand’s first-ever global influencer.
Ingrid Hayes, Marketing Director for Nescafé UK and Ireland, said: “We are so excited to be partnering with Love Island to introduce our new Nescafé Espresso Concentrated range to both Islanders and iced coffee aficionados alike. We can’t wait to see how the Islanders connect over their morning coffee routines. We know coffee is an intrinsic part of the Love Island experience, and we are proud to be offering more unique, indulgent and personalised experiences to iced coffee drinkers.”
Bhavit Chandrani, Director of BE Studio from ITV, added: “This summer, we’re delighted to partner with Nescafé on Love Island as they launch their brand-new Nescafé Espresso Concentrated range within the Villa. By placing the product within the show, it allows viewers to see the Islanders enjoying iced coffees during the series, aligning perfectly with our core 16-34 audience. Supported by a fully integrated 360° campaign, that will include product placement in-show, social branded entertainment, licensing rights and influencer activity across the whole series.”
