The original 90s cult classic premix, Sub Zero, has been reimagined for a new generation – 30 years after its launch in 1994. Carlton & United Breweries, now part of Asahi Beverages, has released Australia’s first zero-sugar cola and vodka drink, also called Sub Zero.
To promote the drink, Sub Zero has partnered with integrated creative & media agency VaynerMedia Australia, to unveil its ‘Thanks for Zero’ campaign to capture the irreverent spirit of Gen Z: defiant in the face of rental anxiety, and noise-complaining neighbors.
“Sub Zero is inspired by Gen Z –– those looking for an easy-drinking zero sugar RTD with a refreshingly unpolished attitude,” said Ben Haysman, Marketing Manager at Sub Zero.
“VaynerMedia Australia have 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.”
Set at a house party in a mansion that embodies intergenerational wealth, the campaign 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 humor or thirst for life,” said Nick Donovan, Associate Creative Director at VaynerMedia Australia.
“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.”
The campaign will roll out on street posters, out-of-home, YouTube and social media from the 14th of October.
Sub Zero is now in bottle shops and will soon be available on tap in pubs and clubs nationwide.
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
Production – We Know Video
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
