Isuzu has teamed up with Arctic Coffee for a summer roadshow that puts the spotlight on rugged pickups and chilled caffeine. The collaboration sees the Isuzu D-Max Arctic Trucks AT35 transformed into a mobile iced coffee machine, serving free drinks at events across the UK.
The project pairs the off-road credentials of the AT35 with the no-nonsense energy of Arctic Coffee, one of the UK’s leading independent chilled coffee brands. The truck’s load bed has been converted into a mobile display and dispensing unit, thanks to storage specialists Gearmate.
The “guerrilla-style” campaign aims to engage people directly at festivals and outdoor gatherings, offering spontaneous coffee giveaways rather than polished promotional setups.
Jo Taylor, brand manager at Arctic Coffee, said: “This partnership with Isuzu felt like the perfect fit. 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: “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.”
The branded Arctic Coffee Truck will be travelling the country this summer
, offering a caffeine hit in some unexpected places, including the Devon County Show and the Royal Norfolk Show.
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