Lucozade: Ice Kick with Jude Bellingham Food & Drink Lucozade United Kingdom
THE BRIEF
Lucozade is famous for its iconic sports sponsorships, from John Barnes to Anthony Joshua to the Lionesses. But this time they went one step further. Partnering with the country’s favourite footballer, Jude Bellingham, to produce a brand-new Lucozade Sport drink that hydrates, fuels, and restores – Ice Kick.
But flavours are nothing new in the energy drink category, making it hard to excite people about a product launch.
BUILDING ANTICIPATION
We leaned into the fact that social media is an amateur detective club. There’s nothing people like more than sleuthing secrets, trading news, and sharing hot takes. This is particularly true within deep fandoms, like football, so we played on this in the campaign.
Jude set the mystery in motion by announcing a Jurassic-size locked ice box discovered on a London 5-a-side pitch. To break the code and get their hands on the latest collab drop from Lucozade and Jude, fans had to solve a series of cryptic clues. Luckily, the public and a host of football influencers were on hand to do exactly that.
THE REVEAL
In the hero film that followed, soundtracked by OG Grime star P Money, Jude cracked the case using a literal ‘ice kick’ to unveil the new product.
With the combined expertise of our social-first creative team and the distinctive vision of director, RVBBERDUCK, our team maximised a three-hour shoot window with Jude to deliver over 24 assets.
While this was a social-first production from day one, we flipped the script with our social film being so successful that it debuted as a TVC during the FA Cup final halftime ad slot.RESULTS
13.6k New Followers for Lucozade
39.3M Impressions
