BPM White Citrus: Ice Melting Energy
What happens when you ask Ireland to bring the heat in the middle of February?
The Challenge:
Born and blended in Ireland, BPM has been fuelling the island since 2003. Now part of the Monster Energy portfolio, it remains proudly local, a true Irish energy brand with serious legacy.
On January 6th, 2026, BPM’s NEW White Citrus landed on supermarket shelves across Ireland and our brief was clear: to get White Citrus into the hands of Irish consumers, but not through the traditional, passive, uninspiring can-to-hand sampling. Instead, BPM wanted participation and disruption. We needed to create something people would stop for, talk about, and share.
This campaign needed to cut through traditional sampling campaigns with existing consumers and remind Ireland why they love BPM.
Our Insight:
BPM is a brand with two very different audiences: For 18–24-year-olds, it’s not yet a part of their repertoire. They’re deciding what feels relevant to them. They’re still choosing brands and forming habits. For the die-hard BPM drinkers, the 35-50 year-olds, it’s the drink they’ve known for years. Local. Familiar. The original. They grew up with it, and they’ve stuck with it. So, we had one audience to retain and one to win over.
And then there’s February. Cold. Grey. Post-Christmas slump. Energy levels are low across the board. But that tension felt interesting.
If BPM is about getting people to “Find Your Energy”, could we challenge them to bring the heat, in the middle of winter, and win in the process?
The Execution:
“Ice Melting Energy.”
White Citrus is all about that super fresh, refreshing taste, and that became the idea behind Ice Melting Energy. Giant blocks of ice were installed in key locations, each packed with bottles of BPM White Citrus. Hidden inside were three special bottles filled with silver confetti. Find one, and you won a crate of BPM for you and your mates.
Our first stop: University College Dublin. The perfect playground for our 18–24 core audience.
Pre-promotion on BPM’s Instagram teased the location, and then on the day, it was all about discovery: “Come and find us”. Curiosity did the rest as students stopped, watched, and got involved.
Armed with safety specs and ice picks, people chipped away to reveal bottles frozen inside towering cubes of ice. The more energy you brought, the faster the reward.
Next up: Victoria Square in Belfast which is taking place next weekend. Same mechanic with the same energy, but for a different crowd, we’re widening the net to capture both the loyal legacy audience and our younger shoppers in one high-footfall space!
The Results:
3,500 bottles of BPM White Citrus were sampled in a single day at UCD; that’s 3,500 brand conversations, reminding Ireland why they love BPM, and introducing the new flavour with impact.
And the journey isn’t over. Next stop: Belfast. The ice blocks are set.
Why It Matters?
For BPM, connecting with two very different audiences at the same time was central to the campaign. It reminded loyal fans why they’ve loved the brand for years, while giving a younger generation a reason to try it and make it their own. By creating a disruptive, interactive experience, the launch got people connecting, trying, talking, sharing, and buzzing about BPM.