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Arctic Coffee is hitting the streets with its new festival roadshow campaign.

In partnership with vehicle manufacturer Isuzu, a custom-branded truck will be popping up at major festivals across the UK this summer, offering festivalgoers its range of iced coffees free of charge. 

The activation has been 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”, the iced coffee brand said.

It forms part of its wider strategy to increase brand visibility and trial in the highly competitive ready-to-drink coffee market, it added.

“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.”

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