Ice Break

Ice Break is a high-octane iced coffee beverage with even higher caffeine. Their product claim - ‘Add a motor to your day’. We decided to take that quite literally.
In this campaign we decided to decide the winner of some of the internet’s biggest rivalries in the most awesome way possible. Through the art of the drag race.

Before social listening was really a thing, we asked Facebook fans what scores they’d like to see settled. Kung Fu vs. Sci Fi? Drag Race ‘em. Guitar Solo vs. Drum Solo? Drag Race ’em. We then took their suggestions as we customized four hotrods inside and out to represent Drums, Guitars, Sci-fi, and Kung-Fu.

We couldn’t decide which billboard to use to kick off the campaign. So we drag raced them, too.

The fans loved it, probably only in part because we gave away the hotrods to 4 lucky commenters at the end of the campaign.