As part of a unique print campaign, Brasil’s Kirin Glacial beer advertised a piece of paper that would also double as a bottle chiller. The page was printed in a magazine and to use it, all someone had to do was tear the sheet out, soak it in water and put the beer in the freezer. Although this might seem like a bit of a gimmick, salt particles embedded in the paper help to reduce the freezing point of water and cut the total chilling time in half. These directions were also printed on the paper in four simple steps to make it as easy as possible to follow.
Since the very name of the Brazilian beer suggests a refreshingly cold experience, this is a unique way to ensure that its ads are useful and drive its core message home.