Preference Choice Publication

Extra gum partners with Love Island to create real-time love story

Gabby Fernie

Wrigley's Extra has launched the first advert as part of its Love Island partnership. 

The TV campaign, created by Somethin’ Else in partnership with MediaCom and animated by Seed Animation, focuses on two packs of gum who are trying to “find their other half”. 

The storyline for the ads is being written in real-time, with animations being turned around in two to three days. Gaps will be left for memes and catchphrases from the show to be inserted less than 24 hours before transmission to ensure the story is a relevant as possible and reflective of what’s garnering attention on social media.

The campaign will consist of six episodic television and video-on-demand ads. MediaCom has also arranged a partnership with five Islanders from previous years for a social content series on Extra’s Instagram.

Exclusive clips shot in the villa with the Islanders will be used on Extra’s social channels and sponsorship of Love Island UK’s first Lookout series – where ex-Islanders react to this year’s show.

The campaign is further amplified through weekly competitions, and a Love Island and Extra point of sale activation in over 7,000 stores nationwide.

“For Extra, the crucial aspect of partnering with Love Island was our desire to be at the heart of popular culture by demonstrating that we too are true fans of the show. The social media strategy and ad campaign highlight our passion for modern dating” said Senior Brand Manager at Extra, Sasha Storey.