Brand is official soft drink partner for TV series
AMERICAN soft drinks brand Poppi is partnering with hit reality TV show Love Island as it looks to build awareness with younger shoppers and expand its UK retail presence.
As the official soft drink partner for Love Island series 13, Poppi will be integrated into villa life for the dating islanders as the functional drinks brand seeks to drive visibility and trial during a key trading period for the category.
The activation comes just months after the PepsiCo-owned drinks range launched in the UK – with flavours including Strawberry Lemon, Raspberry Rose, Wild Berry, Orange and Lemon Lime – and underlines Poppi’s ambitions in the growing functional subcategory.
Love Island participants will be kept refreshed with a regular rotation of flavours of the fizzy Poppi drinks, which are low in sugar and high in fibre. The brand says fans can look forward to standout in-show moments, as well as exclusive and behind-the-scenes content.
PepsiCo believes the collaboration also taps into Poppi’s growing UK consumer base, especially Gen Z and young millennial audiences who want flavour-forward, better-for-you drinks.
Love Island series 13 starts on Monday 1 June at 9pm on ITV2 or viewers can stream live and on-demand via ITVX, with new episodes airing nightly. Poppi will also be sharing news via its website – www.drinkpoppi.co.uk – as well as on Instagram and TikTok.
The Poppi range is available at major Tesco supermarkets in single 330ml cans with an RRP of £2.59 or four-packs of 330ml cans with an RRP of £5.75.
Stephanie Herbert, marketing director for Poppi UK, said: “This summer, Poppi will be woven into the heart of villa life, fuelling firepit chats, sun-soaked afternoons and every ‘I’ve got a test’ moment.
“Designed to connect with a new generation of culturally plugged-in consumers, the partnership blends Poppi’s bright, expressive personality with the unapologetic fun, fashion and social currency of Love Island.”
