• Bounty wants to reach out to lapsed consumers with a new definition of paradise
• It agreed an integrated sponsorship of ITV's Love Island to reach 20 to 40-year-old adults
• The activity reached 60 per cent of adults on TV and helped boost propensity to purchase

The challenge
Bounty was in decline after three years with no marketing support. It might have been the UK's seventh-biggest filled bar but consumers needed to re-engage with the product.

The key variant was Bounty Milk, which was responsible for 80 per cent of sales but the aim was to support Dark, ice cream and drink products as well.

The Mars brand had traditionally been marketed as "the taste of paradise", with images of sun-kissed beaches and coconut palms.

With cheaper travel making such locations more accessible this simplistic image was failing to cut through. The challenge was to add a new layer to its communication that focused on moments of escapism and taking the consumer to their own personal paradise.

The TV solution
ITV's Love Island was a perfect fit for Bounty. The physical setting tied the activity back to its traditional marketing message and it also added a contemporary twist with the free-spirited theme of the show.

Love Island was also a classic time-out moment, transporting the viewer away from their daily concerns and allowing them a private taste of paradise. At the same time the broadcasts on ITV 1 also ensured mass reach.

The aim was to re-engage with lapsed consumers among the core target of 20 to 40-year-old men and women and in particular among men aged 16-34 the group that had reduced purchase frequency most.

The sponsorship included credits on ITV 1, ITV 2, ITV Play featuring a pair of talking coconuts, which were seen in different locations - an icebox for Bounty Ice Cream and in night vision for Bounty Dark - depending on the variant they were promoting.

ITV 1 coverage would reach the older, mass end of the Bounty's target audience while ITV 2 programme extensions and streaming would hit younger audiences.

Bounty also benefited from branding on the ITV website, interactive branding as well as logo placement on promotional trails.

The brand was also given a seven-second website address credit at the end of the show while it was credited with providing the £10,000 weekly viewer prize.

The Mars brand extended the sponsorship beyond TV with credits on ITV's radio campaign for the show, a presence during the experiential marketing in shopping centres across the country in the run up to the show and getting involved with the launch party.

Other activity included credits on screens at Notting Hill Carnival, which were designed to promote the final of the show.

Bounty also leveraged the relationship to create online competitions, an in-store contest in conjunction with Woolworths and communicate with its own staff. Four ideas submitted by Mars employees were turned into indents by AMV.

Results
Promotional trails for the show, which featured the bounty logo delivered very impressive coverage with 800 ratings hitting 80 per cent of the target audience at six opportunities to see.

The show on ITV averaged 6.74 ratings for 16-44 year olds on its first transmission on ITV 1, 5.74 ratings for its second ITV 1 broadcast and 1.23 TVRs on ITV 2.

In total the ITV 1 broadcasts reached 29 million adults, coverage of more than 60 per cent while ITV 2 hit more than 7.5 million adults.

The interactive TV service in digital satellite homes reached 1.2 million adults in August with many spending up to 10 minutes in this branded area. Users of this service were much more likely to agree with Bounty brand statements and more than a quarter very or quite likely to buy Bounty in future.

Mobile interactive sponsorship credits that encouraged viewers to participate in the Woolworths competition if they texted "bounty" to a special number attracted a total of 7,500 entrants.

Online more than 1.7m videos were downloaded via a Bounty branded screen including 3,420 Bounty ads.

The message continued in mobile with 25 per cent of viewers voting by text receiving a branded bounceback.

The Fijian Tourist Board even used the Bounty logo on their promotional material on the back of the Love Island activity.