Australia – Sub Zero, a zero-sugar cola and vodka beverage has returned for Gen Z consumers with the ‘Thanks for Zero’ campaign. The launch comes 30 years after Carlton & United Breweries, now under Asahi Beverages, first released the drink.
Made in collaboration with VaynerMedia Australia, the ‘Thanks for Zero’ campaign captures the Gen Z identity. Portrayed through a house party, the campaign film shows their optimism and defiance.
With the use of sarcasm, the campaign serves as Gen Z’s message to older generations as they thank them for noise complaints and other problems.
The campaign is set to be revealed through posters and social media platforms on Oct. 14.
The Sub Zero alcoholic cola has veered away from its original citrus-based flavour to cater to customers’ preferences. It is now available in bottle shops and will soon be on tap in pubs and clubs in Australia.
“Sub Zero is inspired by Gen Z – those looking for an easy-drinking zero sugar RTD with a refreshingly unpolished attitude. 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,” Ben Haysman, marketing manager at Sub Zero, said.
“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,” Nick Donovan, associate creative director at VaynerMedia Australia, said.
