Sydneysiders break the ice for $50k in new promo at Customs House for Carlton Cold via Traffik

Carlton Cold has dropped a whopping $50,000 into a giant ice cube outside Sydney’s Customs House, ready for one contestant to take the ‘Cold Cash’ via experiential agency Traffik.

Celebrating the launch of its new mid strength brew, Carlton & United Breweries is giving drinkers the chance to win in this epic game of luck. From Tuesday, 26 November anyone over 18 will be able to attempt to win by melting the 1.6m x 3m x 3m cube and finding the bottle that contains $50,000.

With tools on hand that include manual hand drills, ice cream scoops and meat hammers, passers-by will have two minutes at a time to have a crack at the ice and for those that don’t want to wait in line for their turn, they can strategise to work out the best time to strike based on melting times.

Made up of 108 individual ice blocks, the Carlton Cold ice cube contains 100 supplementary prizes such as extra time with ice experts, vouchers for slabs of Carlton Cold and other advantages to help them win the ultimate prize.

Says Andrew Meldrum, general manager of marketing for Carlton Cold: “It isn’t every day you launch a beer called cold in the lead up to summer – so what better way to celebrate than by freezing $50,000 of cold cash in ice in the middle of Sydney? We’ve not only built Sydney’s largest ice cube and filled it with cash, but we’re giving beer drinkers a colder, bolder, fresher choice this summer.”

Carlton Cold’s mid strength brew comes at a great time for Australians as mid strength is now the second largest beer segment nationally. With one in five beers sold in Australia now a mid, the category growth reflects rising trends around living a healthy lifestyle and drinkers are sure to appreciate the clean fresh taste of the new beer.

By filtering the brew below zero degrees, the team has been able to craft a greater clarity and crisp taste.

The new Carlton Cold bottle is a tall and slim 355mL clear glass design and also features thermo chromic ink technology which enables drinkers to see, through a change in colour on the label, when the beer is most refreshing to drink.

Clemenger BBDO- Creative

Marketing Arm- Activation