‘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.
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…
when it aint broke…
This is a pretty ambitious product…. I can’t see it working on any level
The local Coles here is regularly sold out …
Is that because they carry so little stock?
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 .
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.
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?
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.
Terrible standard of creative and execution.
Surprising from one of Australia’s (previously) best marketers.
Perhaps they need to stop trying to take creative in-house…
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.
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)