Sorry Love Island Fans, But That Catchy Superdrug Jingle Is No More

ITV2 has pied off Superdrug to couple up with UberEats

With five months still to go until the new series of Love Island, fans have been dealt a devastating blow, with the news one of the best-loved parts of the show will not be returning.

No, we’re not talking about presenter Caroline Flack or Iain Stirling’s voiceover, but something much more beloved – the Superdrug break bumpers.

The beauty retailer has been the long-term sponsor of the ITV2 reality show, and its “fun in the sun” adverts, complete with perky jingle, have become synonymous with the show.

In fact, for some, the ads had become low-key iconic.

The words "fun in the sun, sponsored by Superdrug" is the signal I await, knowing my nights about to get better. #LoveIsland

— peter dove (@peter_dove99) July 21, 2017

"Fun in the sun. Superdrug - proud sponsor of Love Island"
me: pic.twitter.com/qWnm8IUdi0

— hoops (@itsmatthooper) June 20, 2017

Sound of the Superdrug advert when Love Island comes on just makes me go back to summer and it’s ace

— Durkss (@JackDurkss) December 17, 2018

When you hear "fun in the sun, love island sponsored by Superdrug" 😆 #LoveIsland pic.twitter.com/VBDstiMscj

— Donique (@don_ique) July 13, 2017

Fun in the sun.@superdrug Proud sponsors of Love Island.

Can't stop saying this!! #LoveIsland

— Tom Mumford (@ThomasMumford) June 16, 2017

itv 2: fun in the sun

me: SUPERDRUG - PROUD SPONSORS OF LOVE ISLAND pic.twitter.com/7O9fxZXeTF

— rust (@iamtylerbirt) July 16, 2017

I’ve actually missed the Superdrug ad for love island so much #LoveIslandReunion

— Caitlin Hutchinson (@caitlin0hutchin) December 17, 2018

#LoveIsland Ahh. That #superdrug ad song! Yay!

— Marie Wilson (@ALMORAH) December 17, 2018

I'm gonna have "fun in the sun, Superdrug
Proudly sponsored by love island" tattooed on my other wrist

— niamh (@NiamhStbe) June 12, 2017

Glad I chose to do some work at home before heading to Court. *Opens laptop* “Superdrug proud sponsors of Love Island” has obviously just come blaring out. #LoveIsland2018

— Zarreen (@ac_reen) July 31, 2018

This is the last night I’ll hear ‘Superdrug; proud sponsors of #loveisland ‘ for nearly a year😫😤

— shyann (@shyannindia1) July 30, 2018

However, Superdrug sadly lost its contract with the ITV2 show last year, and it’s now been revealed that UberEats will sponsor the next series, in a reported £5 million deal.

This Twitter user summed up everyone’s feelings on the matter best:

they better come up with something as good as "fun in the sun - superdrug proud sponsors of love island" https://t.co/Yh62c6YQBL

— hoops (@itsmatthooper) January 31, 2019

UberEats’ reported deal with Love Island marks the most money ever paid for a TV sponsorship for a single programme on a digital channel, while the £5m figure is almost double what Superdrug paid for last year’s tie-in.

It’s unsurprising that companies were racing to endorse the show, as the 2018 series broke ratings records, proving hugely popular with the lucrative 16-34 market that advertisers chase.

The final, which saw Dani Dyer and Jack Fincham crowned the winners, drew in 4.3 million viewers, the biggest ever audience for an ITV2 show.

As we now collectively mourn the loss of the Superdrug ads (RIP), lets relive them one last time in all their glory...

Get ready for the #LoveIsland heatwave! Check out these amazing idents our team created for @superdrug on the record-breaking TV show in the UK. pic.twitter.com/iwFXl7Nao8

— The Kitchen (@thekitchenuk) June 6, 2018
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