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IMA secures Love Island partnership


IMA has brokered a brand partnership between Love Island and its client, Cloud Nine.

The brand will become the ITV2 series’ official haircare product, with product placement throughout the villa, branding on the ITV Hub and ITV app. There will also be ‘get the look’ videos, paid media campaigns, social media activity and influencer activity.

“We are thrilled to have secured the Love Island partnership – it’s the perfect fit. And the IMA team have done a fabulous job to bring the new product launch campaign to life in bold and standout way,” said Nickii Gray, Chief Executive Partner at Leeds-based IMA.

“A great example of a truly integrated approach from across our business and we are delighted to be able to be a part of the exciting growth of the Cloud Nine brand.”

The tie-in is part of a wider creative campaign and channel strategy, to increase awareness and deliver Cloud Nine’s ‘Fiercely You’ proposition.

“[…] to be partnering with ITV’s Love Island is a dream come true. We’re thrilled that IMA were able to secure it for us – it feels like such a good match. With our range of irons and styling tools, the contestants are sure to turn heads in the villa,” added Jo Fox, Group Sales and Marketing Director, at Cloud Nine.

“IMA’s approach to casting, art direction, styling and set design clearly communicates the key messaging – a fast charging and lightweight cordless iron that enables you to style wherever and whenever, all whilst being kind to your hair.  Fierce models, each with their own unique and fabulous hair styles, are shot in various locations with a bold and vibrant colour palette.”

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