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IBG’s Drummerboy urges Aussies to give ‘zero care’ when ordering alcohol-free drinks

Australia – Full-service Direct-Store-Delivery (DSD) beverage distributor, Innovation Beverage Group (IBG), has partnered with creative agency Common Ventures to launch a brand platform and campaign for its new, non-alcohol, premium spirit range, Drummerboy, encouraging people to be themselves and not feel the pressure of Australia’s outdated drinking culture.

The campaign highlights the types of outdated pressure people still face when ordering alcohol-free drinks and how they do not need to have a rehearsed excuse, retort or reason, they just need ‘zero cares’ to drink what they want.

The Drummerboy range of spirits, including non-alcoholic gin, tequila, and whiskey, amongst others, are made in Australia with local ingredients.

Clive Coleman, Innovation Beverage Group’s chief commercial officer, shared that attitudes towards drinking in Australia are becoming increasingly fragmented and fewer people are relating to their traditional drinking culture. 

“People still want to live a life full of socialising with friends but an increasing segment is looking to reduce their consumption. We wanted a campaign that embraces people’s individuality whatever their choice of drink,” said Coleman.

Meanwhile, Brian Merrifield, Common Ventures’ executive creative director, said, “‘Zero alcohol. Zero cares given’, takes an unapologetic approach to individuality. We’re encouraging people to be themselves; drink preference is personal and we believe people shouldn’t have to conform or compromise. We love working with Clive and IBG – we’re stoked with the campaign.”

Alex Don, Common Ventures’ account lead, noted that Drummerboy is a great new product in an increasingly competitive category, a product category that is not without its critics. 

“We all know a lot of these critics personally and we had a lot of fun tapping into our own experiences to bring that to life. We can’t wait to explore the ‘Zero cares given’ platform further,” said Don.

The campaign is launching across BVOD, digital, and social channels.