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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 Lucozade’s 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 Jude since Lucozade signed him as a new athlete in 2024, marking a significant commercial moment for the brand. The Ice Kick launch has been a collaborative process between Jude 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 Jude 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 social-first production approach, running three photo shoots while simultaneously creating multiple social assets and several self-shot pieces. The agency has created a full campaign toolkit, partnering with Zeal to produce in-store materials.

Alongside the hero film, Lucozade in London. This mysterious installation, engraved with Jude’s signature and the Lucozade branding, was teased on social media and unlocked with a secret code revealing free bottles of Ice Kick for lucky fans to enjoy.

We Are Social Sport was appointed as Lucozade’s UK social media agency in 2024. The agency is tasked with delivering a culturally-led creative retainer across all its social channels and making full use of its incredible line up of sporting talent. It leads social campaigns supported by research and cultural insights for its Lucozade Energy, Alert, and Sport soft drinks range. The relationship with Lucozade began with a record-breaking activation featuring Anthony Joshua during the London Marathon last year.

Tom Bell, marketing director at Suntory Beverage and Food GB&I said, "This is an unforgettable moment for our brand and our business. We’ve partnered our iconic Lucozade brand with one of the most exciting football talents in the world to create a drink that we know consumers will absolutely love. The partnership with We Are Social Sport for the launch has been absolutely brilliant as they truly understand our brand and how powerful a social-first approach can be. This partnership has set the bar for future launches, seamlessly integrating social media with PR and in-store experiences to create something extraordinary.”

Joe Weston, head of We Are Social Sport commented, “Partnering with Lucozade, an iconic brand, and one of the world’s best footballers to launch an exciting new drink is an amazing moment for us at We Are Social Sport. We’ve embraced Lucozade’s bold, confident spirit to deliver a launch with impact. This has been a demonstration of how creatively lucrative a social-first approach can be, setting the bar for future Lucozade projects. Our partnership with Lucozade has given us an opportunity to increase its cultural footprint, produce some game-changing marketing and stand out against some very noisy neighbours.”