DB stops, collaborates with Vanilla Ice

DB has teamed up with rapper Vanilla Ice on an Export Ultra campaign to help stop beers exploding in freezers around New Zealand this summer.

The ‘Export Ultra Cold Call Back Service’ offers users a call from the 90s star to remind them about beers they have left in the freezer – timed to have them perfectly chilled.

As Vanilla Ice says: “Simply put your beer in the freezer, text ‘ICE ICE’ to 423, and 34 minutes later I’ll call you back. A blast from your past ringing to prevent a blast in your future.” 

Head Brewer at DB Breweries, Dave Eaton, has calculated that a room temperature beer chilled in a -15°C freezer will reach an optimal drinking temperature of 5°C after 34 minutes.

Export Ultra’s Marketing Director, Fraser Shrimpton, believes the Cold Call Back Service is a vital summer initiative to ensure no beer is frozen while groups of mates are out enjoying the beach, bach or backyard cricket.

“There’s nothing better than a Kiwi summer with your mates,” says Fraser. “You can’t beat the taste of an ice-cold beer on those scorching hot days, so we wanted to create something that wasn’t just helpful, but also a bit of fun.

“The Cold Call Back Service will help rescue those forgotten freezer beers and turn the mundane act of waiting for your beer to chill into something memorable, giving Kiwi a cold call they actually want to answer.”

The Vanilla Ice ‘Export Ultra Cold Call Back Service’ will run from December through to February 2025 with a rotating series of calls.