The UK’s leading independent chilled coffee brand – Arctic Coffee – is shifting gears with a bold new experiential campaign, teaming up with vehicle manufacturer Isuzu for a guerrilla-style festival roadshow like no other.
Marking the first time Isuzu has partnered with an iced coffee brand, the collaboration celebrates a shared spirit of independence, adventure, and doing things your own way.
Forget flashy festival sponsorships and overpriced coffee inside the gates – Arctic Coffee and Isuzu are taking it to the streets, showing up just outside the action to give festivalgoers a spontaneous, ice-cold pick-me-up, completely free.
Armed with a custom-branded Isuzu D-Max Arctic Truck– rugged, eye-catching, and built for the road less travelled – Arctic Coffee will be popping up at major festivals across the UK this summer.
Whether it’s the best-selling Café Latte or the indulgent new Frappe range, the mission is simple: to deliver great-tasting iced coffee with zero fuss, maximum energy, and a real sense of generosity.
“This partnership with Isuzu felt like the perfect fit,” said Jo Taylor, Brand Manager at Arctic Coffee. “We’re not chasing exposure through high-budget festival sponsorships or branded installations. We want to meet our consumers where they are, with no strings attached – just delicious coffee and a good time.”
George Wallis, Head of Marketing at Isuzu UK, added, “We’re excited to team up with Arctic Coffee this summer. The Isuzu D-Max Arctic Trucks AT35 is built for those who prefer to go their own way, so a shared mindset of adventure & independence makes for a fantastic brand partnership.
"Together, we’re showcasing an awesome truck and more some Iced coffee, letting visitors enjoy taste the adventure in more ways than one.”
The activation is designed to strengthen Arctic Coffee’s connection with Gen Z and millennial audiences, aligning with their values of authenticity, value for money, and meaningful brand experiences.
It also forms part of a wider strategy to increase brand visibility and trial in the highly competitive ready-to-drink coffee market.
