WhatCameNext_ unveils new identity for Sub Zero drinks
Branding agency WhatCameNext_ has helped Carlton & United Breweries’ Sub Zero product take on a new brand identity that evokes Gen Z’s spirit.
The announcement:
Sub Zero, a cult classic premix, was one of Australia’s first and most popular ready-to-drink beverages in the early ’90s, pioneering a trend that remains stronger than ever today.
The zero-sugar cola and vodka drink from Carlton & United Breweries — now part of Asahi Beverages — has been reinspired by the irreverent spirit of Gen Z.
The launch campaign, “Thanks for Zero,” taps into Gen Z’s frustration with entitled stereotypes, contrasting them with the realities of rising rent and student debt. It captures their defiance and determination to enjoy life regardless of challenges.
Branding agency WhatCameNext_ was tasked with crafting a narrative that resonates with this generation. The new packaging counters the dark colour palette of cola mixes of the past, complemented with a brushed silver can that symbolises the removal of preconceived judgments and reflects Gen Z’s refreshingly unpolished attitude.
Supporting the brand icon, a dynamic halftone evokes movement, energy, and a visual beat, setting the stage for the campaign’s house party scenes in an opulent mansion.
Glenn Kiernan, executive creative director of WhatCameNext_, stated, “We aimed to create a ’90s retro icon with a modern twist—perfect for good times and unforgettable nights. With a cohesive strategy, identity, packaging, and brand suite, we stripped everything back to connect with today’s audience.”
With five times distilled vodka, Sub Zero offers a familiar, refreshing zero-sugar cola flavour with a spirited kick, complemented by a striking campaign from VaynerMedia Australia.
Sub Zero is now available in bottle shops across Australia.
Source: WhatCameNext_ + Melissa Bentley
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