What Season 7 of Love Island USA Taught Us About Marketing in 2025

If you’ve been glued to your screen watching Love Island USA Season 7, you’re not alone. You already know this season was uncharacteristic and messy in the best way but it had us in a chokehold the entire season. From iconic moments to questionable eliminations (justice for Ace and Chelley), the show delivered. But beneath the chaos, we can’t ignore the genius behind the scenes. Marketing.

Let’s talk about what this season taught us about marketing, perception, and how reality TV isn’t just for entertainment, it’s a full-on brand strategy case study.

Love Island Is a Masterclass in Brand Integration

This season was stacked with strategic sponsorships that made total sense in the villa environment. This wasn’t random background product placement — it was intentional, relevant, and smart.

• Coffee Mate sponsored an entire episode. And let’s be real, it made sense. Every morning the guys cook breakfast for the girls, and what goes better with breakfast in a vibey villa than coffee? They dropped a bag from cold foam, to coffee cups to branded photo-booth pictures. That episode definitely made me crave a latte. 

• Megan Thee Stallion’s Hot Girl Summer swimwear line was featured in one episode. The girls are literally in swimsuits every day, so this placement felt natural. Not forced, not awkward. Just good timing with a brand that fits the lifestyle.

• Cherry Pepsi had product placement so smooth, you would almost miss it. There were a couple times that I wondered where this random cherry Pepsi came up from.

• Maybelline sponsored a challenge this season where the girls got glammed up with the Colossal Bubble Washable Mascara. If you noticed when the girls got ready, there is already Maybelline somewhere in the makeup room. Theres even a collab that is live on Maybelines website

The takeaway for your business? Good branding doesn’t feel out of place. Your brand doesn't need to interrupt the experience. It needs to become part of it. It fits the story. It matches the vibe. It becomes part of the world your audience is already immersed in. That’s how you build brand trust without screaming for attention.

How Reality TV Edits Shape Perception (And What That Means for You)

Here's what most people forget: Love Island is filmed 24/7, but we only see one hour a night. That’s 60 minutes of highly curated, sliced-up moments edited to create whatever narrative production wants us to believe.

The villain arc? Edited.
The "sudden" connection? Probably weeks in the making.
The fan favorite vote? Shaped by what we’ve been shown.

None of that happens by accident. It’s production shaping your view.

Sound familiar? 👀

That same editing power shows up in marketing. Your audience only sees what you show them. Their perception of your brand is built from the content you choose to share. If you're not telling your story intentionally, you’re leaving space for confusion — or worse, people just won’t connect.

Moral of the story: Editing isn’t just for TV. Your brand needs it too. Not in a fake or curated way, but in a clear and intentional way that guides your audience through your values, your vibe, and your value

Public Opinion Is Built on Highlights

Let’s talk Nicolandria.  The public shipped them together since the first night, however we went about 20+ episodes with them in exploring other connections. When they FINALLY got together we had maybe 8 episodes left. Now some people question the couple but TO ME  couple had chemistry, depth, and a loyal fan base. When I say loyal… NFL teams are shipping Nicolandria. 

And then there's Ace and Chelley — still the winners in my heart. Their elimination had the whole internet side-eyeing production. Why? Because we knew what we weren’t seeing was affecting the votes.

This is branding 101. People root for the story they feel most connected to. Whether it’s a couple on a show or a business on social media, visibility and connection drive support. You can’t afford to let your brand fade into the background

So What Does This Mean for Your Marketing Strategy?

1. Your Story Is the Strategy

Just like producers choose what to show and what to cut, you have the power to shape your brand story. You don’t have to share everything, but what you do share should feel intentional.

👉🏽 Try this: Create a “Start Here” post for your IG. Tell your origin story. Remind people why you built this. Or, write a quick intro post or short video explaining your “why.” Pin it. Make it easy for new people to get to know you fast.

2. Be Consistent Even If You’re Not Flashy

The couples who made it far weren’t always the loudest. They were just consistently themselves. That’s what builds trust. Same goes for your content. One trending Reel doesn’t make a business. Consistency builds connection. And connection drives conversion. You don’t need to post every single day, but showing up regularly builds connection.

👉🏽 Try this: Choose two days a week where you’ll show up on IG or TikTok with value, behind-the-scenes, or a personal story. Keep it simple

3. Make Every Post Part of the Experience

The Love Island sponsors didn’t just slap logos everywhere — they made sure the products were part of the daily story. Your marketing should do the same. Every touchpoint (email, post, story) should feel like part of your world, not a pop-up ad.

👉🏽 Try this: Look at your last 3 posts. Do they feel like you? Do they tell a cohesive story or are they just “filler”?

4. Leverage What's Trending — But Make It Yours

Just like we’re doing right now, using a cultural moment (like the Love Island finale) to talk about what you do is smart marketing. It makes you relevant and keeps your content timely. The key is to always tie it back to your brand. You stay top of mind by being part of conversations that are already happening.

👉🏽 Try this: Think of a trending show, moment, or topic your audience cares about — and share your take with value attached.

Bottom Line: The Villa Might Be Over, But the Lessons Are Still Givin’

Whether you’re still mad about Chelley and Ace, obsessed with Nicolandria, rooting of Amaya and Brian, or just here for the vibes — this season of Love Island reminded us how powerful branding, storytelling, and perception really are.

The villa might be closed for the summer, but the marketing lessons are wide open. If you’re running a business, creating content, or trying to grow your audience, you can learn a lot from what just happened on TV.

And guess what? You don’t need a production crew or a Pepsi sponsor to build a brand that gets people talking.

What you do need? A clear strategy, consistent presence, good content, and a brand voice that feels like YOU.

Ready to Build a Brand People Root For?

At Gleaux, we help business owners like you build digital marketing strategies that feel real, doable, and actually aligned with your life and audience.

You don’t need to be on every platform or go viral to be unforgettable. You just need the right message in the right place, told the right way.

✨ Let’s map your next move. Book a strategy session today.