Vanilla Ice chills out summer beers with Cold Call Back Service

AUCKLAND, Today: Export Ultra is stepping back into the ’90s to keep your beers from going boom this summer, teaming up with Vanilla Ice for the all-new Export Ultra Cold Call Back Service. Say goodbye to freezer mishaps with this cool fix.

Did you know? In the past year, over half of us have accidentally turned our beers into ice blocks. Luckily, Export Ultra’s got our backs.

Here’s how it works: Toss a beer in the freezer, text ‘ICE ICE’ to 423, and in 34 minutes, you’ll get a call from Vanilla Ice himself! He’s reminding you to grab your beer before it’s too late.

The campaign kicks off with a TV ad set in Vanilla Ice’s Miami mansion, where he’s seen doing everyday things—like polishing his records or watering his garden—all while keeping New Zealand’s beers safe.

Special led the charge on strategy and creative production, backed by RSA Films’ directors Peter Martin and Martin Dix, and Heckler Sydney. Special PR drove the media buzz, ensuring everyone got a taste of the Vanilla Ice Promotion.

“We’ve all been there. You put beer in freezer to chill while you chill. But you chill too much, and they chill too much and then… BOOM. And as Vanilla Ice would agree, that ain’t chill.” – Jonathan McMahon

Media strategy was crafted by Dentsu, spanning online to in-store, while Raydar made sure the campaign hit every retail spot.

Vanilla Ice isn’t just making calls; he’s dropping rhymes for every occasion, from Valentine’s Day to Christmas, ensuring your beers stay chilled just right.

Fraser Shrimpton from Export Ultra says, “New Zealand is the greatest beer garden in the world – and while you’re out enjoying it this summer, you can do so without forgetting those beers in your freezer.

“We’ve been impressed with Special’s ability to take an impactful PR idea based on a strong consumer insight and bring it right through the line – building brand and demand, over our key trading period.”

Jonathan McMahon from Special New Zealand notes, “We’ve all been there. You put beer in freezer to chill while you chill. But you chill too much, and they chill too much and then… BOOM. And as Vanilla Ice would agree, that ain’t chill.

“You can’t PR an advertising idea, but you can advertise a PR idea, and this is a true example of integrated marketing that shows Special at its best.” – Kelly Grindle

Luckily the rap legend is now here, all summer long, to personally call every New Zealander who needs a reminder to take their Export Ultra out of the freezer.”

Kelly Grindle, Managing Director at Special PR, added, “You can’t PR an advertising idea, but you can advertise a PR idea, and this is a true example of integrated marketing that shows Special at its best.

“We couldn’t ask for better partners than DB Breweries, who managed to turn around this entire campaign from concept to delivery in less than ten weeks.”

RSA’s Peter Martin adds: “There was never any doubt for us that Special had a special idea. The only question was how game Rob would be to have fun with the Vanilla Ice image.

“Thankfully he couldn’t have been more game and gracious, allowing us to shoot in his actual home to make this better than we could’ve imagined.”

From December 2024 to February 2025, let Vanilla Ice save your beers from becoming relics of the ice age. Because while a cold beer is great, a frozen one is just a heartbreaker.

CREDITS

CLIENT: 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

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
Therese Bielawa, Head of Production
Matt Abraham, Senior Digital Producer
Hamish Kuka, Social Editor
Courtney Spillane, Senior Business Manager
Rory Gallery, Partner, Chief Strategy Officer
Josh Taylor-Dadds, Group Strategy Director
Ursula Nichols, Group Strategy & CX Director
Nina Richardson, Strategist

SPECIAL PR
Kelly Grindle, Managing Director
Natasha D’Souza, Group PR Director
Jessica Walker, Senior PR Manager

DENTSU AOTEAROA
Tasmin Bradley, Senior Business Director
Grace McCarthy, Associate Digital Director
Lucciane Surtees, Business Director
Melis Shosanya, Business Manager
Ellie Ritchie, Senior Account Manager (Social)

RAYDAR
Simeon Trew, Account Director

VANILLA ICE aka Robert Van Winkle represented by TQ Management Agency
TQ Management Agency: Chuck Quon
TQ Management Agency: Tommy Quon
Foss Films for Vanilla Ice: Jon Foss

PRODUCTION COMPANY: RSA FILMS
Peter Martin, Director
Luke Ricci, President/EP
Jenni Sprunger, EP
Sarah Morrison, Head of Production
Liz Gonzalez, Producer
Beth Henning, Producer
Rafael Herrera, 1st AD
Sean Porter, DOP
Walter Rodriguez, 1st AC
Danny Garcia, DIT
Ana Huber, Prop Master
Eric Moorman, Sound Mixer
Naty Parodi, Key Costume
Juliana Moss, Key Make Up
Caleb Santos, PA
Ro Espinoza, PA

Kevin Zimmerman, Editor
David Rothbaum, Composer

ONLINE/VFX/COLOUR: HECKLER SYDNEY
Amy Jarman, Heckler Executive Producer
Jamie Watson, Heckler Executive Creative Director
Julian Ford, Flame
Ferg Rotherham, Colourist

RECORDING POWER STATION RECORDING STUDIOS, FLORIDA
Rob Roy, Producer, Mix Engineer, Director
Brennan Fulton, Senior Engineer
Steven Ludwig, Assistant Engineer

SOUND: LIQUID STUDIOS
Andy Morton, Engineer
Tamara O’Neil, Producer