Brand asset development case study: WetWetWet

IDEAS became WetWetWet’s designers and brand managers, creating everything from their hit singles and album covers to their marketing and tour merchandise.
During that time, Richard Curtis approached Wet Wet Wet about recording a cover song to soundtrack his film Four Weddings and a Funeral.
In May 1994, “Love Is All Around” entered the UK Singles Chart at number four. After climbing to number two the following week, it finally reached number one on the 29th of May. It then remained there for 15 weeks, the second-longest UK chart reign.

That summer, in a promotional deal with Cadbury, Alton Towers and the BBC, Wet Wet Wet performed the Concert of the Year event. As ever, Ideas devised the cross-media promotional collateral, including the custom rebranding of Cadbury’s top chocolate products to promote the distribution of 25,000 tickets. One of the most significant selling events ever.
The song spent a further 20 weeks in the UK Top 75. As of February 2018, it has sold 1.9 million copies in the United Kingdom, making it the country’s best-selling love ballad of all time. “Love Is All Around” was named the number one song in VH1’s The Ultimate Movie Soundtrack: Top 100. A song that’s helped sustain their career to this very day.

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