Carlton launch new product with 8-part Cold Hotel ad series
Carlton & United Breweries has kicked off a campaign to introduce its newest product, Carlton Cold.
The campaign, by Clemenger BBDO Melbourne, features eight commercials set in a bar in the outback called The Cold Hotel. Each of the commercial introduces audiences to a new character: the hotel owner, Icy Fred; the Yeti barman; the barmaid Tara; and the hotel manager, Frost Ray.
https://www.youtube.com/watch?v=zaINwzGXdgg
CUB’s general manager of marketing, Andrew Meldrum said: “The new campaign aims to bring a modern, quirky new personality to the brand, and should differentiate it from mainstream midstrength brands. The TVCs have been written to bring the “coldness” benefit to life in way that consumers probably haven’t seen before, and that will hopefully make them smile.”
The first six commercials have been released, with the last two to rollout in the next few months.
Clemenger BBDO Melbourne creative director, Ant Keogh said: “They are a cross between a traditional beer ad where a guy walks into a bar, and something much more left-field. The characters if they become popular, have the potential to live outside the ads, maybe in a longer episodic form, online.”
The new product also features “thermo chromic ink technology” which CUB says enables consumers to see, through a change in colour on the label, when the beer is cold and at the optimal drinking temperature.
The commercials will run in 30 and 15 second versions rolling out over the next 12 months.
Credits
- General Manager of Marketing: Andrew Meldrum
- Marketing Manager: Zoey Saunders
- Brand Manager: Vanessa Bush
- Creative Chairman: James McGrath
- Executive Creative Director: Ant Keogh
- Copywriter: Andre Hull
- Art Director: Lee Sunter
- Producer: Pip Heming
- Managing Partner: Paul McMillan
- Senior Account Director: Nick Cohen
- Senior Account Manager: Berlin Abraham
- Account Executive: John Stowell
- Planning Director: Michael Derepas
- Planner: Matt Pearce
- Production Company: Stuff & Nonsense
- Director: Steve Saussey
- Producer: Yolande Dewey
- DOP: Andy Commis
- Post Production: Cutting Edge Melbourne
- Editor – Stu Morley
- Audio – Stevo Williams – Flagstaff Studios
- Media agency – Mediacom Melbourne
https://www.youtube.com/watch?v=b8CtKObqePs
https://www.youtube.com/watch?v=8uv-kxDZLp8
https://www.youtube.com/watch?v=mdG6T-Dsfc4
https://www.youtube.com/watch?v=X9mJFJADBvI
https://www.youtube.com/watch?v=BYpOAxerd-M
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
Linkedin
topics
Clemenger BBDO Melbourne
These aren’t funny. Are they meant to be?
User ID not verified.
Nice work.
For a beer I really hoped had died a horrible death.
User ID not verified.
humour is in the eye of the beerholder. I lol’ed.
User ID not verified.
NJK is right.They are just not funny.At all.
User ID not verified.
‘Newest product’?
It’s been around for decades. And no-one has been drinking it during that time. Beer companies really should stop trying to build brand equity products where there isn’t any.
User ID not verified.
Bahahaha go boys.
User ID not verified.
There was a time (was it the 90s?) when declines in branded beer sales could be tracked to the specific timing of each brand’s advertisements. That is, the ads were actively turning their own loyal customers off their preferred brands.
Now, why do these hideously obvious, badly propped, poorly directed, and just STUPID commercials remind me of all that?
Ever since the South Africans took over Fosters, they’ve rolled out dumb strategy after dumb ad campaign after dumb strategy after dumb ad campaign etc.
And this one looks like the worst yet.
User ID not verified.
Some horribly ill-informed comments on this thread.
The idea that advertising doesn’t drive growth is absurd and SAB Miller have had huge success with VB as recent as 6 months ago.
User ID not verified.
The blank look on the face of the guy in the Bar Slide ad is some of the finest acting of this or any generation.
User ID not verified.
Terrible beer… Terrible ads
User ID not verified.
These should’ve been left in cold storage
User ID not verified.
This is a terrible move by carlton, trying to bring back a beer that never really was there in the first place.
Maybe they should have re-branded the whole thing and tried to fob it off as the same product. just like what they do with Crown Lager really being VB.
User ID not verified.
It will be very interesting to see if Carlton Cold can be reintroduced to a new younger generation and to know what they will judge as a success.
Imported and craft beers have fundamentally transformed the beer market since the original heyday of Carlton Cold.
I like the change in colour label on the bottle to indicate how cold it is. I guess this means they won’t try and put the brand on tap on premise……
WIth the TVC’s, I think less number of characters and more engagement with them would have worked better.
User ID not verified.
“horribly ill-informed comments”?
Ah yes: the client rings up and says HUH? so the agency tells everyone to tell everyone that everyone loves the ads, that everyone’s planning on drinking the brand over the weekend, that the corporation is doing everything right, etc etc.
BOLLOCKS! BOLLOCKS! BOLLOCKS! This cluster of so-called ads is a text-book example of everything that’s wrong in the marketing departments of most corporations, and in the ad agencies and production companies that serve up such bilge, and then congratulate themselves that they’re doing something that elevates the brand to something people actually want to drink.
You can put the lipstick wherever you like: these swine continue to stink in every possible way.
User ID not verified.