Summer is the perfect season for iced drinks, but with temperatures rising and Londoners looking for ways to cool down, we wanted to give Knoops’ latest launch a little more heat.

To celebrate the launch of its Frozen Hot Chocolate, we created The Ice Breaker a giant frozen challenge that brought the new drink to life in an unexpected way that was impossible to ignore.

For one day only, Knoops’ Notting Hill store became home to a towering ice sculpture inspired by the brand’s iconic iced drink cup. But this wasn’t just something to look at. Londoners were invited to don their safety goggles and literally chip away at the ice to uncover hidden prizes.

And Londoners really got stuck in.

With the clock and the temperature working against them, there was some interesting ice-breaking techniques! Some went straight in with brute force, others rubbed away with gloves or chipped away at weak spots. As more people joined the challenge, the crowd became part of the entertainment, with every crack, chip and breakthrough drawing cheers.