Lucozade Reveals the Magic Behind Jude Bellingham's Ice Kick

Lucozade Sport, the UK’s number one sports drink, this month launched Ice Kick, a new Lucozade Sport flavour in collaboration with England and Real Madrid star, Jude Bellingham.

As part of the announcement, Lucozade created a social-first launch on the brand’s Instagram and TikTok accounts. The video features Jude discovering a mysterious ‘Energy Store’ room after a match, where inside, he finds a giant block of ice, which he breaks to reveal the new ‘Ice Kick’ drink.

Now, Lucozade and Jude are giving fans a behind-the-scenes look at how the video came to life . In the clip, Jude walks us through the creative process, sharing how the volley to smash the ice was done in a single take, while revealing the cutting-edge CGI and special effects that made it all possible. The video ends with a series of before and after shots showing the difference in the end product.

To portray the ice cube’s scale accurately, production specialists went through over 20 different variations to find the perfect balance between symmetry and ruggedness and making sure it wasn’t too bright or too dark. Ice also naturally distorts whatever is behind it, yet the video finds Jude staring directly through the cube. Special effects were made to carefully balance clarity with realism so viewers feel like they were staring through ice.

Subtle VFX enhancements were used to elevate the overall look and feel of the ad, with clean-up work on the practical set, added ice and frost detailing on doors, and seamlessly stitching two separate shots together.

The film is backed by a custom track from grime artist MC P Money, known for his collaborations with Example, KSI, and Giggs.

The launch of Ice Kick marks the latest addition to Lucozade’s drinks range, a refreshing blend of zesty and citrus flavours that features a distinctive sports cap and gold detailing on the bottle, alongside Jude’s iconic celebration.

Tom Bell, marketing director at Suntory Beverage & Food GB&I comments, “This launch is an unforgettable moment for our brand and our business. Working with one of the world’s most exciting football talents, we needed to create a video that would do justice to our partnership, and not only showcase Jude’s signature skills, but also visually capture the name of the drink. The special effects were integral to this film and bringing Ice Kick to life.”

Ice Kick is first available exclusively at Sainsbury’s for launch and will roll out to all major retailers in the coming months.

Lucozade partnered with Jude in May 2024 in a multi-year deal, as the drinks brand continues to build on its long-term relationship with the England senior men’s and women’s team. 2025 marks Lucozade’s 18th year supporting the national side.