A yeti walks into a bar. That's not the start of a bad joke. It's one of the scenarios in Carlton Cold's new ads which serve to illustrate just how cold a cold beer is.
Welcome to The Cold Hotel, a fictional bar in the sweltering Australian outback. But inside, it's icy cool. And populated by a raft of unusual characters such as a barmaid with impossibly long nails, a super-awkward bartender, a Mr. Frost-type thing and the aforementioned yeti.
So it's all a little arctic, a little chilly, a little cool even. The whole point being Carlton Cold is, well, cold.
“The new campaign aims to bring a modern, quirky new personality to the brand, ad should differentiate it from mainstream mid-strength brands,” CUB general manager of marketing Andrew Meldrum said. “The TVCs have been written to bring the 'coldness' benefit to life in way hat consumers probably haven't seen before, and that will hopefully make them smile.
“At Carlton, we're lucky enough to work in a category that consumers are passionate about, and we strive to make advertising that talks about our brands in ways that provide entertainment as well.”
Clemenger BBDO Melbourne executive 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 mid-strength beer was reintroduced to the market in September this year.
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