Lucozade redefined its athlete partnership model with Jude Bellingham on the launch of Ice Kick, delivering standout cultural cut-through and commercial impact. Moving beyond traditional endorsement, Jude was embedded at the heart of the product and campaign, helping shape the zesty citrus flavour, distinctive packaging, and creative direction.

The social-first, culturally led launch positioned Jude as the heartbeat of the campaign, showing up across social platforms, football culture and real-world experiences. The hero film debuted on Jude’s social channels before scaling to TV, marking Lucozade’s first social-to-broadcast transition and reinforcing its England partnership.

Inspired by sneaker drop culture, the campaign transformed launch into discovery. A mysterious Ice Vault appeared in London, teased by Jude online, challenging fans to crack codes and unlock Ice Kick with exclusive prizes. Supported by an exclusive Sainsbury’s launch and bold in-store takeovers, Ice Kick proved modern product launches aren’t announced; they’re unlocked, earned and experienced.