Commuters and pedestrians in Johannesburg’s bustling Jewel City were brought to an unexpected halt on Friday, 31 July 2026 as a giant, solid block of ice took over the precinct. The public art-style installation, which slowly melted throughout the day, was eventually revealed to be the launchpad for the new Hunter’s ICED range.
In a city known for its relentless pace, the installation was designed to create an unmissable visual spectacle. Passers-by gathered to watch, take photos, and guess what was hidden inside as the ice gradually gave way to reveal the two new variants: Hunter’s ICED Watermelon and Hunter’s ICED Apple.
Rather than a traditional product launch, Hunter’s opted for a street-level intervention that physically represented the cooling nature of the new beverage.
“Joburg is a city that is always on the move, and our young consumers are constantly juggling work, studies, and their social lives,” said Nontsikelelo Gumede, Brand Manager at Hunter’s. “We didn’t just want to tell people about a refreshing new drink; we wanted to literally bring a moment of chill to the streets. Watching the public’s curiosity grow as the ice melted was incredible. It was a simple invitation to just slow down and enjoy the moment.”
The activation captured the attention of local crowds, turning a standard Friday commute into a shared, interactive experience that quickly spread across social media.
The new Hunter’s ICED Watermelon and Hunter’s ICED Apple are now available in leading stores nationwide.
Hunter’s Cider promotes responsible drinking. Not for persons under 18.