A Carlton Cold bottle containing $50,000 cash-prize has been hidden in a huge ice block outside of Sydney’s Customs House.
Passersby will have two minutes at a time to use the tools on hand – including a meat hammer, ice cream scoop, and hand drills – to dig into the ice to find the winning bottle.
Made up of 108 individual ice blocks the Carlton Cold ice cube also contains 100 smaller prizes such as vouchers for slabs of the brew and other advantageous to help them win the big prize.
Andrew Meldrum, general manager marketing Carlton Cold, said: “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.”
The experiential campaign comes after Carlton United Breweries announced in September it was downgrading its old Cold beer from 4% to 3.5% with a $5m marketing push to help it along.