Attention Brands! Who's the Perfect Love Islander to Pair Up With?

2018 is the year that Love Island went stratospheric. Now in its fourth series, the ITV2 phenomenon has got us gathering in offices around the country to dissect last night’s episode.

Who’s a sort, who’s a snake, and who’s just in it for the cash?

Even your mum’s probably watching it now.

And brands have taken notice, with Jet2, Ministry of Sound, Primark, Samsung, Rimmel and Lucozade muscling in on the action alongside Island original Superdrug. (Faithfully coupled up with the show since 2015, idents and product placement helped Superdrug rack up a reported 900% increase in search during Series 3.)

But this year’s big brand success story has been Missguided’s shoppable entertainment format, which has earned them a reported 40% nightly sales uplift. Every day, the Islanders are dressed head-to-toe in Missguided garms, with viewers able to ‘shop the look’ on the Love Island app, while evicting their least favourites from the safety of their sofa. It makes the whole thing more like a big game of The Sims than ever before (and also begs the question - what’s actually inside those big ol’ suitcases they wheel into the house?).

Now, as the islanders pull on to the home straight, brands will be scrambling to make the most of their time in the spotlight. Here we speculate wildly as to the opportunities awaiting some of this year’s cohort:

JACK FINCHAM

Sometimes the best ideas are the ones that write themselves, and Jack can naturally expect a six figure endorsement deal with Bic’s new ballpoint range. But that’s not going to fund his rigorous eyebrow maintenance regime for long, so the smart money’s got to be on a brand ambassadorship for Colgate, who would be literally mad not to capitalise on the pearliest whites in Christendom.

DR ALEX

Dr Alex may not have proved much of a lothario, but nor can he realistically return to a career in the medical profession. Lucky, then, that he’s now a ready-made ambassador for Uniform Dating. Because if Alex can find love after 6 weeks of solitude, so can you.

GEORGIA STEEL

Our Gee might have been mugged off by Josh, but in an age of short attention spans and savvy consumers, brands will be queueing up to learn the secrets of her unerring loyalty. Somewhere in a soulless boardroom, Clubcard and Nectar are gearing up for a bidding war.

ALEXANDRA CANE

New Alex broke with all convention when she arrived in the house and actually fancied old Alex. Eagle-eyed fans have noticed that there’s one snack Alex will eat at any time of day: poolside in a bikini, getting ready for bed, in a plunging evening gown - any time’s the right time for a bowl of noodles. She’s got herself a ready-made brand partnership with Pot Noodle.

As for the rest of them, we can expect the usual club circuits and protein-shake #spons to keep the Love Island dream alive until next year, when a new bevvy of beautiful babes will light up our screens and group chats. Bring on Series 5.