Campaign X AI
“Ice, Ice, Baby… Hold my beer”
13 December
/
2 mins read
Client: DB Breweries / Export Ultra
Agency: Special Group
The Campaign
There are two types of people: those who grew up with Vanilla Ice's music and know his iconic tunes and moves (that's me—I'm dating myself, but that's okay), and those who are about to discover him through nostalgic remixes of his cultural legacy in content and campaigns.
This latest campaign from DB Breweries is firmly in the latter with instant icon status.
Ice is back with a brand-new invention! DB Breweries has partnered with legendary rapper Vanilla Ice and Export Ultra to launch the Export Ultra Cold Call Back Service—a clever solution to one of the biggest frustrations of Kiwi summers: frozen beers. Did you know millions of beers meet an icy demise after being forgotten in the freezer? That's wiggity whack! The campaign features Vanilla Ice as the perfect face of this service. Simply text "Ice Ice" to 423 when you put your beers in the freezer, and the Ice Man himself will call you back 34 minutes later, reminding you to rescue your beer from its frosty fate. Finally, a cold call you'll actually want to receive—genius.
At its core, there's a real cultural insight and problem to solve. On a hot summer's day, we pop our beers in the freezer to chill them quickly—but before we know it, they're frozen solid. Who hasn't lost a precious beer to the freezer, right when they needed it most?
The campaign brilliantly taps into nostalgia by featuring Vanilla Ice, weaving him naturally into the concept. It's perfect brand utility that shows they understand their audience. The problem is instantly relatable, and the solution brings a smile to your face.
They've taken it even further by partnering with Vanilla Ice to send you a reminder text after 34 minutes—just before your beer meets its icy doom in the freezer graveyard. It's a fun, clever solution to a common problem!
Client: DB Breweries / Export Ultra
Agency: Special Group
The Campaign
There are two types of people: those who grew up with Vanilla Ice's music and know his iconic tunes and moves (that's me—I'm dating myself, but that's okay), and those who are about to discover him through nostalgic remixes of his cultural legacy in content and campaigns.
This latest campaign from DB Breweries is firmly in the latter with instant icon status.
Ice is back with a brand-new invention! DB Breweries has partnered with legendary rapper Vanilla Ice and Export Ultra to launch the Export Ultra Cold Call Back Service—a clever solution to one of the biggest frustrations of Kiwi summers: frozen beers. Did you know millions of beers meet an icy demise after being forgotten in the freezer? That's wiggity whack! The campaign features Vanilla Ice as the perfect face of this service. Simply text "Ice Ice" to 423 when you put your beers in the freezer, and the Ice Man himself will call you back 34 minutes later, reminding you to rescue your beer from its frosty fate. Finally, a cold call you'll actually want to receive—genius.
At its core, there's a real cultural insight and problem to solve. On a hot summer's day, we pop our beers in the freezer to chill them quickly—but before we know it, they're frozen solid. Who hasn't lost a precious beer to the freezer, right when they needed it most?
The campaign brilliantly taps into nostalgia by featuring Vanilla Ice, weaving him naturally into the concept. It's perfect brand utility that shows they understand their audience. The problem is instantly relatable, and the solution brings a smile to your face.
They've taken it even further by partnering with Vanilla Ice to send you a reminder text after 34 minutes—just before your beer meets its icy doom in the freezer graveyard. It's a fun, clever solution to a common problem!
Client: DB Breweries / Export Ultra
Agency: Special Group
The Campaign
There are two types of people: those who grew up with Vanilla Ice's music and know his iconic tunes and moves (that's me—I'm dating myself, but that's okay), and those who are about to discover him through nostalgic remixes of his cultural legacy in content and campaigns.
This latest campaign from DB Breweries is firmly in the latter with instant icon status.
Ice is back with a brand-new invention! DB Breweries has partnered with legendary rapper Vanilla Ice and Export Ultra to launch the Export Ultra Cold Call Back Service—a clever solution to one of the biggest frustrations of Kiwi summers: frozen beers. Did you know millions of beers meet an icy demise after being forgotten in the freezer? That's wiggity whack! The campaign features Vanilla Ice as the perfect face of this service. Simply text "Ice Ice" to 423 when you put your beers in the freezer, and the Ice Man himself will call you back 34 minutes later, reminding you to rescue your beer from its frosty fate. Finally, a cold call you'll actually want to receive—genius.
At its core, there's a real cultural insight and problem to solve. On a hot summer's day, we pop our beers in the freezer to chill them quickly—but before we know it, they're frozen solid. Who hasn't lost a precious beer to the freezer, right when they needed it most?
The campaign brilliantly taps into nostalgia by featuring Vanilla Ice, weaving him naturally into the concept. It's perfect brand utility that shows they understand their audience. The problem is instantly relatable, and the solution brings a smile to your face.
They've taken it even further by partnering with Vanilla Ice to send you a reminder text after 34 minutes—just before your beer meets its icy doom in the freezer graveyard. It's a fun, clever solution to a common problem!
How they could enhance this with AI
Lastly, here's where AI could take this to the next level: using a tool like Hey Gen (created by an ex-Snapchat Machine Learning engineer), each text response could be hyper-personalized. Vanilla Ice's content would be anything but vanilla — it could include your name, local weather, and other personal context, making Vanilla Ice's messages even more impactful without extra effort on his part. This showcases AI's power and the magic it will bring to brands, agencies, and creators in the coming years. Ice Ice baby.
Team Momentus
If you are a forward-thinking agency or brand and want to add AI into your marketing or creative process, please don’t hesitate to reach out. Marketing is all about momentum, and we are here to help.
How they could enhance this with AI
Lastly, here's where AI could take this to the next level: using a tool like Hey Gen (created by an ex-Snapchat Machine Learning engineer), each text response could be hyper-personalized. Vanilla Ice's content would be anything but vanilla — it could include your name, local weather, and other personal context, making Vanilla Ice's messages even more impactful without extra effort on his part. This showcases AI's power and the magic it will bring to brands, agencies, and creators in the coming years. Ice Ice baby.
Team Momentus
If you are a forward-thinking agency or brand and want to add AI into your marketing or creative process, please don’t hesitate to reach out. Marketing is all about momentum, and we are here to help.
How they could enhance this with AI
Lastly, here's where AI could take this to the next level: using a tool like Hey Gen (created by an ex-Snapchat Machine Learning engineer), each text response could be hyper-personalized. Vanilla Ice's content would be anything but vanilla — it could include your name, local weather, and other personal context, making Vanilla Ice's messages even more impactful without extra effort on his part. This showcases AI's power and the magic it will bring to brands, agencies, and creators in the coming years. Ice Ice baby.
Team Momentus
If you are a forward-thinking agency or brand and want to add AI into your marketing or creative process, please don’t hesitate to reach out. Marketing is all about momentum, and we are here to help.
Tom Bates
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