The Ice of Liberty

For the 2026 FIFA World Cup, the French Football Federation imagined an experiential activation built around a simple, popular and unifying product: the Ice of Liberty. Designed as a collective and flavour-led moment, the activation extended the universe of the French national team kits through two ice cream flavours inspired by the Home and Away shirts, while creating a physical point of contact with supporters. SPK supported the FFF in structuring this drive-to-store activation, designed to connect experience, communication and retail performance. The mechanic was deliberately clear: after purchasing a FFF product in-store or at a pop-up, audiences could go to the ice cream cart installed in front of the Grenelle store to collect their ice cream by showing a receipt or dedicated token. The goal was to highlight the wider FFF merchandising offer, beyond the kits alone, while creating a visible, accessible and shareable activation at a key moment before the competition. The activation relied on a branded ice cream cart, a strategic location on Boulevard de Grenelle, a controlled distribution flow and communication assets designed to make the journey clear and easy to understand. SPK also worked on the different creative adaptations needed for the activation: tokens, in-store visuals, digital screens, social media content and influencer invitations. In addition, the partnership with Glazed, a Paris-based ice cream maker specialised in bespoke flavours, helped anchor the experience in a qualitative product, aligned with the spirit of the project and distinctive enough to generate conversation.