ITV Studios’ global brand partnership division, Studio 55, has brokered an expanded partnership between Love Island and PepsiCo-owned soft drink brand poppi, spanning both Love Island USA and Love Island UK.
Developed in collaboration with Peacock and BE Studio, part of ITV Media and Entertainment, the agreement includes in-show integrations, retail activity in the US, experiential activations in the UK, and digital content initiatives around the newly launched eighth season of Love Island USA and thirteenth season of Love Island UK.
The deal builds on a previous collaboration between poppi and Love Island USA in 2025, which featured the launch of a limited-edition ‘Amaya’s Island Colada’ flavour across North America. The partners also plan to explore opportunities to extend the collaboration into additional international markets.
The partnership reflects the continuing commercial development of the Love Island franchise, which now operates across the UK, US and 26 additional international markets. Alongside its broadcast footprint, the brand maintains a substantial digital presence. ITV Studios reports that official social content from the 2025 seasons generated 9 billion views, while user-generated content generated a further 49.3 billion views. The franchise has also expanded into consumer products and gaming.
In the US, the partnership will include:
- A limited-edition ‘Punch Pop x Love Island USA’ flavour available through major retailers, supported by in-store displays.
- Potential in-show appearances of selected poppi products within the Love Island USA villa.
- poppi-sponsored Love Island USA watch parties across the country.
- Consumer promotions, including a retail sweepstake, Love Island merchandise and Peacock subscriptions, alongside giveaways on poppi’s social channels.
In the UK, activity will include:
- In-show product placement within the Love Island villa, including branded moments featuring selected poppi flavours.
- ‘poppi presents: Love Island the Finale’, a creator-focused live event in London timed around the series finale.
- Additional digital-first content, including behind-the-scenes social media content featuring Islanders and audience giveaways across Love Island and poppi platforms.
Gaming integration
The partnership will also extend into Love Island The Game, where virtual poppi products will appear within gameplay.
Sophia Sesto, VP of culture, poppi said, “Love Island is more than just a show, it’s where culture, conversation, and connection come to life every night. After the incredible response to our Amaya’s Island Colada collaboration last summer, we knew we had an opportunity to go even bigger. This year, we’re fully integrated into the Love Island experience – making poppi part of both Islander and fan rituals all season long.”
Will Scougall, EVP brand & commercial partnerships, ITV Studios said, “The power of the Love Island brand is absolutely undeniable, signalling the start of summer for fans across 28 countries worldwide. Studio 55 is designed to give brands with an international footprint a central point to access the Love Island universe, and poppi is one of the first brands to take advantage of the opportunity.”
Zoo 55, launched in 2025, manages ITV Studios’ social, FAST and digital distribution activity. The division oversees more than 200 owned-and-operated social channels, which generated 47 billion views in 2025, alongside 20 FAST channel brands, 28 channels distributed across 43 countries and 318 live streams globally.
Studio 55 was launched in 2026 as ITV Studios’ global brand partnership division, focused on licensing, commercial partnerships and digital-first formats designed to deepen audience engagement with ITV Studios intellectual property.
