‘100% beer. 0% alcohol’: Carlton Zero takes on soft drinks
Carlton and United Breweries has released a campaign for its non-alcoholic beer Carlton Zero, which launched in September last year.
The campaign is the first piece of work created by CUB’s in-house agency Draftline. CUB’s current creative roster includes Clemenger BBDO Melbourne and Special Group.
Instead of positioning the product as an alternative to alcoholic beer, the new ad promotes the product as a substitute for sugary soft drinks.
In the new campaign, two colleagues sit in the lunch room, and while one is having a chicken salad and a Carlton Zero, the second pours himself a glass of cola that turns into a stream of sugar.
The key message of the campaign is that Carlton Zero has 10-times less sugar than a regular soft drink.
CUB CEO Peter Filipovic said there was a trend emerging in which people want to consume beer more responsibly.
“We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly,” he said.
“Its enormous success proves drinkers have been crying out for a non-alcoholic beer that actually tastes like beer. Adults want alternatives to sugary soft drink and this campaign highlights that Cartlon Zero has 10 times less sugar than regular soft drink.”
According to CUB, non-alcoholic, low alcohol and mid-strength beer now make up a quarter of its sales. Since its launch, Carlton Zero’s sales have reached $10m, the company said.
CUB’s market research shows that its primary market is men and women between the ages of 25 and 34, with active lifestyles.
Filipovic added: “It’s giving people the freedom to enjoy their favourite drink in places where beer is not usually consumed. There’s no reason why you can’t enjoy Carlton Zero at lunch time at the office or if you are a designated driver.
“We know Australians’ drinking habits are changing. We’re innovating to keep pace and the figures show consumers are loving it.”
Despite being a non-alcoholic beverage, CUB states it is following the Alcoholic Beverages Advertising Code and marketing the product strictly to adults.
The campaign will air during AFL and NRL broadcasts, across TV, radio and digital.
Credits
Agency: Draftline
Director: Lukas Schrank
Executive Producer: Jonathon Bernard
Producer: Corey Adams
DOP: David Rusanow
Brand Team: Juan Uranga
Talent: Lenny Andrusiw, Ezel Doruk
Is this the exact same creative direction as the clearly client derived Pure Blonde ads that were in market in 2016? https://www.youtube.com/watch?v=zNw_S9nEjDA
I think so.
Probably time to stop trying to do things in-house…
This is a pretty ambitious product…. I can’t see it working on any level
I like this strategy.
It tastes pretty good too. But the cans are definitely better than the stubbies (in taste) and I have only found them in Coles?
Terrible standard of creative and execution.
Surprising from one of Australia’s (previously) best marketers.
The local Coles here is regularly sold out …
when it aint broke…
Is that because they carry so little stock?
i am a member of one year no beer and am aware of how many alcohol free alternatives other countries have. oz is terrible i just saw a story on it on seven news bagging the idea of af beer when they all admitted to not trying it. the female on the panel tried to say maybe pregnant women, drivers or those not wanting a drink might like it. the men ridiculed it and made fun of people like me and my group who have given up booze for many serious reasons and would find having this option available much easier in so many situations as yet we have only had 1 report of a pub in oz stocking this. i have tried to get my local to stock it with 6 of us non drinikers going to weekly quiz and drinking water…i hope that australia can embrace this idea and own up to the destructive unhealthy drinking culture that is behind a lot of violence in this country.
its also stocked in woolies and iga and some bottle shops. its the best of the australian made ones. dan murphys is growing its af drink stocks and my hubby loves the heinekin zero. i have been very happy to see many of the shelves empty where it is stocked.
its because it is a good product . uk and europe have been into af beer for a long time and is readily available everywhere as it is in japan. my hubby and i have given up the booze and love af beer .
Perhaps they need to stop trying to take creative in-house…
It’s a shame the quality of copywriting used for the naming of their in-housel agency wasn’t reflected in the script for this ad… oh wait!
100% stolen idea. 0% creativity.
AF or not, it is definitely still frowned upon to have a beer with lunch within the office. Get out of the Ad bubble and you will see this doesn’t happen!
As someone who quit alcohol just over 400 days ago, I really like this product – reasonable taste, very acceptable packaging, and less than $2 a bottle! – I can stand round a barbie with what appears to be in a beer in my hand and nobody is the wiser.
I’m not convinced that positioning it as an alternative to fizzy soft drinks is either smart (how many beer drinkers drink schooners of coke or pepsi as an alternative?), or wise (will kids under 18 see it as a natural stepping stone to drinking alcohol earlier than they already do?).
Why not just sell it as a great tasting alcohol free beer?
PS It’s also a shame that I can’t find a pub on the Northern Beaches that sells it.
Try Coles Avalon … (or Mona Vale)
I’m 58 years old andwas recenty diagnosed with stage3 fatty liver. I was suprised to learn this news after eating very well last 30 years and averaging 2 standard drinks per night. Even more supriSing is that this is a very common disease for men my age, and is an on ramp to cirrhosis from which there is no recovery. I have switched to Carlton Zero which is a great tasting beer and not damaging my liver. Watch this space, you will see older generations switching across in swathes and the younger generation too as alcohol becomes acknowledged as the dangerous killer that it is.