‘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.


Agency: Draftline

Director: Lukas Schrank
Executive Producer: Jonathon Bernard
Producer: Corey Adams
DOP: David Rusanow
Brand Team: Juan Uranga
Talent: Lenny Andrusiw, Ezel Doruk


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