Carlton welcomes you to the Cold Hotel in a new series of sitcom-like TVCs via Clems Melbourne

Carlton & United Breweries’ most recent addition to the mid-strength category, Carlton Cold at 3.5% ABV has launched a series of sitcom-like TVCs set in a bar in the outback called The Cold Hotel via Clemenger BBDO Melbourne.

The eight-part series is the first for the new Carlton Cold since CUB re-launched into pubs and venues nationally on 23 September of this year.

VIEW THE SPOTS

The campaign heroes Icy Fred – the Hotel owner, the new Barman who’s a Yeti, chilly Tara: an attractive but moody barmaid and then Frosty Ray, the hotel manager who sports a silvery frosty complexion. The Cold Hotel is much like a regular bar, apart from a few Cold changes: the actual bar has ice on it, the fridges are a bit iced over and the dartboard is frozen too.

CUB’s general manager of marketing, Andrew Meldrum, said the new midstrength brew which has replaced the 4% ABV Cold brings something new to the growing midstrength market.

Says Meldrum: “The new Carlton Cold is a contemporary, clear glass beer that perfectly complements our other midstrength offerings in Carlton Mid and Peroni Leggera.

“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.

“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.”

Says Ant Keogh, creative director, Clemenger, Melbourne: “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.”

Mid strength is now the second largest beer segment nationally with 1 in 5 beers sold in Australia now a mid. Meldrum said CUB wanted to offer a wide range of beers that meet different consumer needs.

Says Meldrum: “Carlton Cold is filtered at below zero and is a more contemporary style beer characterised by easier and lighter drinking.”

The bottle also features thermo chromic ink technology, new to the CUB portfolio, which enables consumers to see, through a change in colour on the label, when the beer is cold and at the optimal drinking temperature.

The sitcom-inspired spots will run in 30 and 15 second versions rolling out over the next 12 months. All will be online at www.carltoncold.com.au.

General Manager of Marketing: Andrew Meldrum

Media agency – Mediacom Melbourne