ICE KICK
LUCOZADE
BRIEF
Launch Jude Bellingham’s new Lucozade flavour - Ice Kick and drive excitement, visibility, virality and talkability of the drink with a bold idea to support the hero launch.
IDEA
Lucozade Ice Kick. We’ve kept it secret for so long. Let’s release it to the nation in a cool (literally), cryptic way. Let’s create the ‘Ice Vault’ - a 1.5m cube block of ice, at Shoreditch Powerleague, that houses prizes such as signed shirts, tickets to England games and the never before seen Lucozade Ice Kick drink…
Jude releases clues on social, to see who could solve the riddle and crack the code to the vault.
Then we’ll launch the hero content to the masses.
MY ROLE
Creative ideation and production oversight for ‘Ice Vault’ creative.
RESULTS
155M Engagements across social
105.7M Impressions (vs 85.7M planned)
+5.7% Share of category
#1 selling soft drink in the UK during length of campaign.
HERO SOCIAL CONTENT
SUPPORTING SOCIAL CONTENT
ICE VAULT
