Extra Cold campaign from InBev

InBev has invested in a £3 million outdoor poster campaign for its new beer XXXX Extra Cold. The Belgian company hopes that the posters will boost consumer awareness of the product and encourage them to try it.

The advertisements, which feature Australian animals such as koalas, spiders and rattlesnakes heavily wrapped up in the heat of the Australian bush to ward off the chill of Extra Cold, will appear on buses and in tube stations in London, as well as in Manchester, Leeds and Brighton.

Kerry Rolston, marketing manager for XXXX, says, "A significant number of lager drinkers now want a colder beer and XXXX Extra Cold is helping on-trade retailers to cater for this growing demand."

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© db 20th July 2006