Hydro:ICE Launches for Summer
The New Water Ice Brand Shaping the Future of Functional Refreshment
The Magnum Ice Cream Company is launching Hydro:ICE, a citrus-flavoured, glow-in-the dark water ice featuring a liquified gel core enriched with vitamin C, B2, and magnesium this summer.
Designed to deliver a refreshing, functional boost in high-energy environments. Hydro:ICE is an innovative new brand, designed for the emerging “Healthy Hedonist” consumer, 25-44-year-olds who seek a lifestyle where hedonism and wellness coexist seamlessly. These are pleasure seekers with a wellness twist: active, experience-driven individuals who want to feel good, look good, and live well.
The product soft-launched in early July 2025 in Ibiza with a content creator day at beach clubs across the island, including Blue Marlin. The brand has partnered with nightlife and entertainment company The Night League, enabling exclusive access to some of the most influential club nights globally, including events in July and August at Ushuaïa Ibiza and [UNVRS].
Following this initial launch, Hydro:ICE will continue to feature throughout the summer as a resident guest at these two leading clubs during events such as David Guetta’s Galactic Circus and Martin Garrix.
Authentic community engagement
The introduction of Hydro:ICE is supported by a digital-first, influencer-led campaign focused on authentic community
engagement. Rather than traditional advertising, Hydro:ICE is building buzz through nightlife creators and DJs, with content that lives where the audience already connects, on social platforms and in real-time. For example, an exclusive WhatsApp channel, Hydro:Chat, offers insider updates and live location drops, keeping the brand close to its community.
'Where the heat drops’
The Ibiza launch is designed to immerse guests in the Hydro:ICE experience. At the centre of this is the Hydro:Cube- a bespoke, super-cooled space designed to embody the product tagline ‘Where the Heat Drops’, inviting guests to cool off, and enjoy a Hydro:ICE without missing a beat of the music.
Meanwhile, the product will also be distributed through
Hydro:Serve, a mobile delivery system featured within the clubs, which brings the product directly to people on the dancefloor. With its UV-reactive glow, crisp flavour, and icy texture, Hydro:ICE is a multi-sensory experience that feels both functional and unforgettable.
Julien Barraux, Chief Creative Officer at The Magnum Ice Cream Company, said: “Hydro:ICE is a unique, thirst-quenching
innovation that reflects how modern consumers live and connect. This is more than a product launch. It’s the kind of
culture-driven innovation The Magnum Ice Cream Company aims to embody, expanding beyond traditional ice cream,
creating new demand through experiences that resonate with today’s digitally connected consumers.”
