In a creative twist just in time for summer, Export Ultra has partnered with 90s rap icon Vanilla Ice to introduce the Export Ultra Cold Call Back Service, a lighthearted solution to the common Kiwi problem of accidentally freezing beers too much—leading to unfortunate explosions in the freezer.
The service is a clever, free initiative aimed at ensuring New Zealanders can enjoy their summer without losing beers to the icy fate of over-freezing. According to statistics, over half the country has faced the frustration of a frozen beer mishap at some point, with millions of beers prematurely meeting their frosty demise.
Here’s how it works: if you’ve got a beer in the freezer, simply text ‘ICE ICE’ to 423. Thirty-four minutes later, you’ll receive a call from Vanilla Ice himself, offering a timely reminder to rescue your beer before it turns into an unwanted explosion. It’s the perfect mix of nostalgia, fun, and practicality, all while invoking the signature cool charm of Ice’s iconic 90s anthem Ice Ice Baby.
The campaign features a playful TV ad starring Vanilla Ice at his Miami mansion, casually taking on everyday tasks like tending to his garden and polishing his record collection, all while placing calls to Kiwi homes. The quirky ad was brought to life by the creative collaboration of RSA Films and Special New Zealand’s directing duo Peter Martin and Martin Dix, with support from Heckler Sydney.
Jonathan McMahon, Special New Zealand’s chief creative officer, highlighted the insight behind the idea:
“We’ve all been there. You put beer in the freezer to chill while you chill. But you chill too much, and they chill too much and then… BOOM. And as Vanilla Ice would agree, that ain’t chill.”
The multi-platform campaign has been carefully orchestrated to reach audiences through a variety of channels, including television, online, radio, digital audio, and social media. Additional promotions are set to roll out through retail partnerships and in-store campaigns, led by Dentsu and Raydar’s strategic efforts.
Export Ultra’s Fraser Shrimpton shared his thoughts on the campaign, stating:
“New Zealand is the greatest beer garden in the world—and while you’re out enjoying it this summer, you can do so without forgetting those beers in your freezer. This campaign is a fun way to connect with Kiwis, combining humor, consumer insight, and great brand engagement.”
Special PR Managing Director Kelly Grindle added, “You can’t PR an advertising idea, but you can advertise a PR idea, and this is a true example of integrated marketing that shows Special at its best.”
Vanilla Ice’s “Cold Call Back Service” will run from December 2024 through February 2025, offering timely reminders to ensure your beers stay chilled—but not too chilled. Because, as the ad puts it: “A frosty beer is cool, but a frozen beer? Ice-cold heartbreak.”
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