Sub Zero was a ‘90s cult. Its fans are no longer interested in premix drinks and not interesting to a youth brand. 30 years after Sub Zero’s launch in 1994, Carlton & United Breweries, now part of Asahi Beverages, has released Australia’s first zero-sugar cola and vodka drink, Sub Zero take 2.
And VaynerMedia Australia has shown an uncanny understanding of its young audience. Thanks for Zero captures the irreverent spirit of Gen Z – defiant in the face of rental anxiety and noise-complaining neighbours, and aggravated by older people’s denial of their challenges. At the same time, it has triumphed over a generation that doesn’t often respond well to advertising and rarely hangs out in traditional media. Lastly, it has done a brilliant job of building Gen Z appeal through the campaign’s visual style. That’s a very good trifecta.
“Sub Zero is inspired by Gen Z, those looking for an easy-drinking zero sugar RTD with a refreshingly unpolished attitude,” stated Ben Haysman, marketing manager at Sub Zero. “VaynerMedia Australia has an innate understanding of Gen Z, which made them the perfect partner to re-establish Sub Zero as a favourite for a whole new generation of great nights.”
The campaign, set at a house party in a mansion that embodies intergenerational wealth, aims to provide some catharsis for Gen Z, reflecting that despite the short straws that Gen Z feels like they’re being dealt, their spirit remains optimistic.
“Gen Z’s exasperation with the way things are hasn’t dimmed their sense of humour or thirst for life. Where they get especially frustrated is when people — and brands — pretend everything is all roses. So we gave them a chance to tell it how it is and say Thanks for Zero to previous generations,” stated Nick Donovan, associate creative director at VaynerMedia Australia.
The full campaign is running on street posters, out-of-home, YouTube and social media from October 14.
Credits:
Client: Carlton & United Breweries
Head of RTDs and Cider Marketing: Sarah Wilcox
Head of Innovation: Ben Farlow
Marketing Manager, Sub Zero: Ben Haysman
Brand Manager: Liam Hale
Media Manager: Harriet Ross
Innovation Specialist: Olivia Dickinson
Agency: VaynerMedia Australia
Head of Australia: Karen Coleman
Head of Creative & Consulting: Yash Murthy
Associate Creative Director: Nick Donovan
Senior Art Director: Lehi Curtis
Retoucher: Nurdeane Wong
Senior Producer: Melissa Petryszyn
Producer: Cressida Barrett
Senior Strategy Director: Chrissie Malloch
Account Director: Afonso Martins
Senior Influencer Manager: Daisy Melville
Business Director: Sara Hailan
Senior Project Manager: Charlotte Lowndes
Production Company: We Know
Director: André Rodrigues
DOP: Matt Hopkins
Photographer: Rocket Weijers
Producer: Matthew Coates
Media Agency: PHD
Group Business Director: Tess Eastcott
Planning Director: Shahrzad Eftekhar
Investment Director – Ryan Wahl
Digital Manager: Spencer Moore
Music Composer: Charlie White
