This New Zealand summer, Export Ultra is bringing the heat—and the chill—with a unique campaign to save Kiwis’ beers from freezer explosions. In a nostalgic twist, the beer brand has partnered with performer Vanilla Ice to launch the Export Ultra Cold Call Back Service, a playful initiative that reminds beer lovers to retrieve their drinks from the freezer before disaster strikes.
The campaign tackles a surprisingly common problem: over the past year, millions of beers in New Zealand have succumbed to the perils of over-freezing. To prevent this “ice-cold heartbreak,” Export Ultra offers a free solution. Pop a beer in the freezer, text “ICE ICE” to 423, and 34 minutes later, Vanilla Ice himself will call to remind you to save your brew.
The centerpiece of the campaign is a funny TV spot featuring Vanilla Ice in his Miami mansion. From polishing his platinum records to tending his sprawling gardens, the rap icon finds time in his day to personally call New Zealanders. The spot, directed by RSA Films’ Peter Martin and created by Special New Zealand, perfectly blends humor with Vanilla Ice’s larger-than-life persona.
But the campaign doesn’t stop there. Vanilla Ice has a lineup of summer-themed messages planned, ranging from Valentine’s Day rhymes (“Roses are red, violets are blue, ya boi Vanilla Ice got a reminder for you”) to a Christmas pledge to keep things chilled: “I do my calls like I do my Christmas presents… they always come (w)rapped.” Watch below:
Vanilla Ice embraced the concept wholeheartedly, even opening his actual home for the shoot. “There was never any doubt that this was a special idea,” said RSA’s Peter Martin. “Vanilla Ice was a fantastic sport, making the campaign better than we could’ve imagined.”
Special New Zealand’s Chief Creative Officer, Jonathan McMahon, praised the campaign’s humor and relatability: “We’ve all been there. You put a beer in the freezer, chill a little too much, and then… BOOM. Thanks to Vanilla Ice, that’s a thing of the past.”
Fully Integrated Marketing
The Cold Call Back Service is supported by an integrated marketing campaign across multiple channels.
- Creative Strategy and Production: Led by Special New Zealand, with visual effects by Heckler Sydney.
- PR and Influencer Campaigns: Special PR focused on media relations and targeted influencer promotions.
- Media Planning and Execution: Managed by Dentsu, covering online, OOH, radio, television, and social media.
- Retail Activation: Raydar handled in-store and trade promotions to complement the initiative.
A Summer-Long Solution
Running from December 2024 to February 2025, the Cold Call Back Service aims to make summer memorable for New Zealanders while protecting their precious brews. As Export Ultra’s Fraser Shrimpton put it, “New Zealand is the greatest beer garden in the world, and this campaign lets Kiwis enjoy it without worrying about forgotten beers.”
With jokes, nostalgia, and a dash of poetry, the campaign highlights Export Ultra’s commitment to connecting with consumers in innovative ways. As Vanilla Ice might say, this initiative is cooler than cool—it’s ice-cold.
CREDITS:
BRAND: DB Breweries
- Fraser Shrimpton, Marketing Director DB Breweries
- Kate Baars, Senior Marketing Manager DB Breweries
- Lauren Parker Condon, Brand Manager, DB Breweries
- Jordan Grace, Assistant Brand & Shopper Manager
- Annabel Buckley, Trade Marketing Manager
AGENCY: SPECIAL NEW ZEALAND
- Tony Bradbourne, Founder, Creative Chairman, CEO NZ
- Lisa Fedyszyn, Chief Creative Officer
- Jonathan McMahon, Chief Creative Officer
- Simon Watts, Creative
- Rhiana Merota, Art Director
- Liz Garneau, Executive Producer
