Forget lukewarm sponsorships and watered-down branding — this summer, things are getting iced and amped up as Isuzu teams up with Arctic Coffee for a chilled-out roadshow with a caffeinated kick.
In a match made in pickup heaven, the rugged Isuzu D-Max
Arctic Trucks AT35 has been transformed into a fully mobile iced coffee bar. With help from vehicle storage wizards Gearmate, the load bed now doubles as a high-spec drinks counter, serving up free Arctic Coffee to festivalgoers and passers-by wherever the road takes them.
It’s all part of a guerrilla-style campaign that swaps flashy festival stands for spontaneous pop-ups, bringing strong brews and strong trucks to the people.
“We’re not chasing exposure through high-budget festival sponsorships or branded installations,” said Arctic Coffee’s brand manager, Jo Taylor. “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: “The Isuzu D-Max Arctic Trucks AT35 is built for those who prefer to go their own way, so a shared mindset of adventure and independence makes for a fantastic brand partnership. Together, we’re showcasing an awesome truck and moresome iced coffee, letting visitors enjoy the taste of adventure in more ways than one.”
Whether you need a caffeine hit or just fancy admiring one of the toughest trucks on the road, the Arctic Coffee Truck is brewing up something special at events across the country. To see where it’s heading next, check out the Isuzu website.
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