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.”
These aren’t funny. Are they meant to be?
Nice work.
For a beer I really hoped had died a horrible death.
humour is in the eye of the beerholder. I lol’ed.
NJK is right.They are just not funny.At all.
‘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.
Bahahaha go boys.
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.
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.
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.
Terrible beer… Terrible ads
These should’ve been left in cold storage
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.
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.
“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.