IBG launches new non-alcoholic spirits range ‘Drummerboy’ via Common Ventures

Innovation Beverage Group (IBG) has launched its new non-alcoholic premium spirits range, Drummerboy, with a new campaign and brand platform created by Common Ventures.

The integrated campaign comments on Australia’s outdated drinking culture, highlighting the types of peer pressure people still face when ordering alcohol-free drinks and reminding us that you don’t need to have a rehearsed excuse, retort or reason, you just need ‘zero cares’ to drink what you want.

The 15″-spot created for the campaign reflects the irony of a bar patron, Brody, telling a stranger to “grow up and get a real drink”, revealing that Brody still gets his mum to do his washing so “who cares what he thinks”.

The spot has launched across BVOD, digital and social channels.

Innovation Beverage Group’s chief commercial officer, Clive Coleman, said: “Attitudes towards drinking in Australia are becoming increasingly fragmented and less people are relating to our traditional drinking culture. People still want to live a life full of socialising with friends but an increasing segment are looking to reduce their consumption. We wanted a campaign that embraces people’s individuality whatever their choice of drink.”

Common Ventures executive creative director, Brian Merrifield, said: “‘Zero alcohol. Zero cares given’, takes an unapologetic approach to individuality. We’re encouraging people to be themselves; drink preference is personal and we believe people shouldn’t have to conform or compromise. We love working with Clive and IBG – we’re stoked with the campaign.”

Common Ventures account lead, Alex Don, said: “Drummerboy is a great new product in an increasingly competitive category, a product category that is not without its critics. We all know a lot of these critics personally and we had a lot of fun tapping into our own experiences to bring that to life. We can’t wait to explore the ‘Zero cares given’ platform further.”


Innovation Beverage Group
Chief Commercial Officer: Clive Coleman

Common Ventures
Executive Creative Director: Brian Merrifield
Creative: Masha Rimsh
Creative: Tom Barker
Account Lead: Alex Don
Senior Producer: Lisa Macfarlane

Director & DOP: Jake Ward
Sound design: Smith & Western


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