‘Rewrite the rules’: Carlton Zero celebrates what you can do without alcohol

Zero-alcohol beer provides new opportunities and a chance to ‘rewrite the rules’ of alcohol consumption, says a new campaign for Carlton Zero.

The campaign features a familiar face to Australian beer ads, discovering that he can now swim, drive and operate heavy machinery, after making the switch from alcoholic to non-alcoholic beer.

Carlton Zero brand director, Hayden Turner, said it’s time to challenge the social tropes of beer drinking.

“We’ve all been in situations where we find ourselves wanting to have a beer but it’s just not appropriate,” he said.

“Carlton Zero gives beer drinkers the freedom to partake in these occasions without having to worry about what comes next. Our TVC embodies this through the guise of the Beer Man, who’s finally free to do all the things he’s been longing for… after having his beer.”

The digital execution

The campaign, from Clemenger BBDO Melbourne, is running across out-of-home, radio, trade and social.

Executive creative director, Jim Curtis, said: “For many years this particular actor has graced our screens— drinking beer after beer. So, it was a real honour to help him finally live out his dreams and indulge in activities such as swimming, building and driving. At one point he even drank more than one Carlton Zero at the same time.”

The campaign comes during a widespread marketing push from Asahi and Carlton & United Breweries. In recent weeks campaigns have launched from Pure Blonde, Peroni and Asahi.

In taking on alcoholic beverages, the new ads pivot Carlton Zero’s previous positioning in the beverage market as an alternative to soft drinks.


Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Hayden Turner – Brand Director, Classic
Stephen McWilliams – Marketing Manager, Carlton
Sophia O’Beirne – Assistant Brand Manager, Carlton
Creative agency: Clemenger BBDO Melbourne

Media agency: PHD

Social: CUBHouse

Matt Devine – Director
Lachlan Milne – DOP
Dan Lee – Editor
Revolver – Production Company
Caroline Kruck – Producer
Michael Ritchie – Executive Producer
Pip Smart – Executive Producer
Level Two Music – Music Production
Arc – Offline Edit
Heckler – Grade and Online
Rumble – Sound House
Danny Long Casting – Casting


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