Lucozade Sport Ice Kick Jude Bellingham Mystery Launch
Influencer MarketingWe Are Social launched Lucozade Sport Ice Kick with Jude Bellingham through a fan-solved locked ice box mystery, which the agency reports generated 39.3M impressions.
About the campaign
Lucozade launched Ice Kick with Jude Bellingham through a social mystery from We Are Social that generated 39.3M impressions. Lucozade is known for sports sponsorships, from John Barnes to Anthony Joshua to the Lionesses. Ice Kick is a new Lucozade Sport drink created in partnership with Jude. Flavours are nothing new in energy drinks, so the launch needed another way to excite people.
Jude set the mystery going by announcing a giant locked ice box discovered on a London pitch. Fans had to solve a series of cryptic clues to break the code, helped by a host of football influencers. A hero film directed by RVBBERDUCK and soundtracked by P Money showed Jude opening the box with an ice kick. The agency delivered over 24 assets from its shoot with Jude, and the reveal ran on Instagram as a joint post. The social film later debuted as a TVC in the FA Cup final halftime ad slot.
The agency reports 39.3M impressions and 1.5M engagements for the launch. Lucozade also gained 13.6k new followers.
Case in 60 seconds
Flavours are nothing new in the energy drink category, so a new Lucozade Sport drink made with Jude Bellingham needed a launch that gave people a reason to care beyond the flavour itself.
Football fans treat social media as an amateur detective club, because sleuthing secrets, trading news and sharing hot takes runs deepest in fandoms, so a puzzle invites them to work out the launch rather than simply watch it.
Ice Kick arrived as a mystery that Jude Bellingham set in motion and fans had to crack, which made the product reveal the reward for solving a series of cryptic clues.
Jude Bellingham announced a giant locked ice box discovered on a London pitch, and the public and a host of football influencers worked through cryptic clues to break the code. A hero film directed by RVBBERDUCK and soundtracked by P Money then showed Jude cracking the case with a literal ice kick.
We Are Social reports 39.3M impressions and 1.5M engagements for the launch, along with 13.6k new followers for Lucozade, while the social film went on to debut as a TVC in the FA Cup final halftime ad slot.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- We Are Social
Participation mechanic
- Fans solved a series of cryptic clues to break the code on a locked ice box and get their hands on the new Lucozade and Jude Bellingham drink.
Creator role
- Jude Bellingham — creator
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | 39.3M impressions |
| Engagements | 1.5M engagements |
| New Followers | 13.6K new followers |
| Assets Delivered | over 24+ assets |
Why We Are Social's strategy worked
- 1
A launch in a category where new flavours are routine gains attention when the product is hidden behind a puzzle, because the reveal becomes something fans earn by solving clues together.
- 2
Football fandom already runs on shared detective work, so cryptic clues seeded by a player give fans and influencers a reason to trade theories in public before the product is shown.
- 3
Limited time with a star athlete stretches further when the shoot is planned social-first from day one, since one session with Jude Bellingham fed over 24 assets for the launch.
- 4
A film built for social can earn a broadcast slot once it has performed, as the Ice Kick film did when it moved into the FA Cup final halftime ad break as a TVC.
Results
1.2M
Video views
15
Assets created
50K
User engagements
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
+2.5M
Paid reach 2024
5.7M
Impressions 2022
6.9M
Impressions 2023