Suntory-owned drinks brand Lucozade has launched its latest Lucozade Sport drink, Ice Kick, in collaboration with football icon Jude Bellingham. The launch campaign has been led by Lucozadeโs UK social media agency We Are Social Sport, the sports division of socially-led creative agency We Are Social.
This is the first product collaboration with Bellingham since Lucozade signed him as a newathlete in 2024, marking a significant commercial moment for the brand. The Ice Kick launchhas been a collaborative process between Bellingham and Lucozade, with the football star involved in creating both the flavour and supporting marketing campaign.
The launch campaign from We Are Social Sport includes a hero film, directed by Rvbberduck, which features Bellingham performing the Ice Kick skill move to smash through a giant block of ice, accompanied by a bespoke track by UK rap artist P Money. To create the work, We Are Social Sport took a …