ZERO TO HERO: CARLTON’S NON-ALCOHOLIC BEER TAKES ON SOFT DRINK GIANTS IN LATEST CAMPAIGN VIA IN-HOUSE AGENCY DRAFTLINE
Carlton & United Breweries is launching a new advertising campaign to get adults to switch from sugary soft drinks to Carlton Zero. The new ad, created by Draftline, CUB’s internal agency, will air across the country during AFL and NRL broadcasts.
Carlton Zero went on sale in September last year. It is the first non-alcoholic beer in CUB’s 180-year history and has been one of its most successful ever launches, outstripping expectations with around $10 million in sales already.
Says CUB CEO Peter Filipovic: “We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly.
“Its enormous success proves drinkers have been crying out for a non-alcoholic beer that actually tastes like beer. Adults want alternatives to sugary soft drink and this campaign highlights that Cartlon Zero has 10 times less sugar than regular soft drink.”
Non-alcohol, low alcohol and mid strength beer now make up a quarter of CUB sales. Carlton Zero is driving a non-alcoholic beer revolution in Australia, with bottle shop sales of non-alcoholic beer increasing 13-fold in the six months after Zero’s launch compared to the same period a year earlier.
Market research by CUB reveals adults of all ages enjoy Carlton Zero, particularly men and women between 25 and 34 with fit and active lifestyles. They are triathletes, runners and footy players.
Women make up 41% of Carlton Zero’s market, compared to 37% for alcoholic beers. Despite being non-alcoholic, Carlton Zero is marketed to adults in strict accordance with the Alcohol Beverages Advertising Code.
“It’s giving people the freedom to enjoy their favourite drink in places where beer is not usually consumed.” Filipovic said. “There’s no reason why you can’t enjoy Carlton Zero at lunch time at the office or if you are a designated driver.”
Carlton Zero is brewed using the same methods and ingredients as other CUB beers to ensure it actually tastes like a beer. The alcohol is removed at the end of the brewing process by reducing the pressure on the beer to separate the alcohol from it.
“We know Australians’ drinking habits are changing,” says Filipovic. “We’re innovating to keep pace and the figures show consumers are loving it.”
The TV ad will start airing this month, with a radio and digital campaign to follow.
In-house Agency: Draftline
Director: Lukas Schrank
Executive Producer: Jonathon Bernard
Producer: Corey Adams
DOP: David Rusanow
Brand Team: Juan Uranga
Talent: Lenny Andrusiw, Ezel Doruk
42 Comments
Insanely bad strategy and execution.
The strategy is the company talking to itself
Let’s take in soft drinks rather than beer. More source of gains less cannibalisation.
But won’t people look like alcoholidcs drinking 9 percent beer at lunch tome? Doesn’t matter. Bigger opportunity.
And 15s are more efficient so we’ll do those.
But won’t consumers think we are not serious about the brand just doing dinky low budget 15’s
Doesn’t matter they are more efficient.
Great argument for having a good agency.
Massively missed opportunity as it’s a great product.
Why would a solid be heavier than a liquid if they’re both the same mass?
Is sugar particularly heavy or something?
https://www.youtube.com/watch?v=J0IXBo_c_8E
CUB lost its way when Clems became Monkeys, and Oppy went all Trump
Looks like a junior client may have helped write this one.
Its like they’ve just revived a rejected ad written for Coke Zero and swapped out the product
Add this to the growing list of ‘reasons why internal agencies are always an awful idea’. This, this is just the worst. It’s also just a rubbish rip off of the Pure Blonde work that Clems did.
All in all, utter fail.
Using a jpeg for the background is a nice touch.
For agency services.
We end on our coke drinker so utterly surprised at how delicious this beer is. He’s got a look of “Golly! What a great tasting zero sugar beverage! I’m so shook.”.
– Chicken Salad and a beer.
You sure mate? It’s a Monday. Don’t you think it’s a bit early to be drinking in the office? People are going to start asking questions you alco
– no sugar so it’s better than soft drink
Who the hell is substituting soft drink for alcohol due to suger count?
– horrible keying of the green screen… how was getting a real location for this not possible?
Also, pure blonde ad. Stealing work and ideas from your own.
From hero to zero is more apt. A brand responsible for some of Australia’s best advertising goes in-house and this is the shite they produce.
More of an ‘Out-house’ agency? (apologies, the poo puns in the other terrible piece of work posted today are contagious…)
You guys really feel threatened when work goes in house don’t you?
This is average – but it’s the same level of average as 95% of the stuff that gets made by glass-boxed teams of private school boys in adland.
Funny
Don’t care whether it was done in-house or by an agency. The fact is, it’s a bit shit.
oh dear
oh dear, its like a remix of something old that turned out worse.
Sorry, but there’s no such thing as ten times less. Times is a multiplier, to state the freaking obvious, which makes this straight-up gibberish.
One tenth, junior copywriter. One. Tenth.
So what happens when you multiply by 0.1?
So 0.1 times less sugar?
Urgh.
If you were going to copy your own ad. Try harder to make it at least a little different. https://youtu.be/zNw_S9nEjDA
HOLY SHIT THAT STATIC JPEG BACKGROUND hahahahah
To make this sort of obviously rubbish ad in house is one thing. But then to think it was a wise idea to PR it to the industry blogs is just laughable. It shows an absolute lack of self awareness, and is probably the thing that somehow annoys me more than the copied idea, the JPEG background (you couldn’t have found a real office?! CUB works in a massive office ffs) or the worlds worst acting.
I wonder If CUB also pay their in-house agency 5 months after the job is complete?
I prefer the Carlton Draught facebook vids they make where it’s the real office but they have to loudly whisper to avoid disrupting anyone.
Bring back the Big Ad
Not long ago people loved beer.
This crap will just fuel the walk away.
What is next, alcoholic Kombucha by Carlton.
In house agencies is like finance doing marketing.
The bitterness against in-house work on here is incredible. Guys, 85% of you make bang average work. not your soley your fault, it’s a tough gig.
But stop scoffing at others efforts when youve not done any better.
I refute your 85%.
And anyway, this is not bang average work, it is very poor. In strategy, concept and execution.
The real problem is not the questionable strategy or shoddy execution.
It’s that the client will be more than happy with this effort.
Firstly, your spelling and grammar is really poor. I find it hard to get lectured by people who cannot type.
Secondly, nope. This is the bottom of the barrel. It fails the sniff test in strategy, idea and execution. It’s just the worst.
I’d say 85% is pretty accurate.
This is far from the worse I’ve seen and far from the best – it is, as was pointed out, bang average, which puts it along side the vast majority of advertising made. No getting away from that if we are really being honest
The hate it’s getting has far more to do with the fact that its been done in-house, which those working agency side view as a threat to their jobs, their careers and, subsequently, their lifestyles. (add a good dose of ego factor in there too I’d say)
Nothing wrong with the execution. Something wrong with the attack on sugar. Why attack soft drink? #soft
Love the vitriol taking down the big dog. “In-house” is freaking the agencies kids out. Love it.
How can any sane human defend this obvious cheap garbage? They couldn’t get some stock video of an office with some live humans in it?
If you multiply by 0.1, you get one tenth.
Of course it’s possible to multiply by a fraction, and of course it has the effect of giving you a quotient. But it’s still not grammatically correct to say ten times less.
In actual English, we call that a tenth.
Good chat.
Holy mother.
Sack the agency.
when they spent 10 minutes masking the .png of the cracking stock image in after effects, did anyone wonder if a wooden desk actually does that? Wouldn’t it have made more sense to split the table or snap it? Also the continuity errors of people in the background appearing out of thin air when cutting back out is pretty sloppy and distracting. 85% of ads may be pretty average, but at least there is some quality control and care. Bet there was heaps of problems and a mad rush in the background making this tvc compliant from technical specs to actually been shown/accepted on tv. Wouldn’t be surprised if the focus groups reviewing the spot cost more than this ad, or whether they scrimped on that too. Be like whats happening in the states where inhouse agencies are getting excluded from the real work and told to focus on community management and twitter posts. Theres a reason why google with all their data, insights and hundreds of inhouse creatives use dro5a. No slight on the people who worked/made this. youve been put in a bad position with no guidance because your bosses dont want to pay for it. but they will pay for it elsewhere in poor results sales and health tracking.
When normies say advertising in Australia is shit, this is ad a fine example of why.
Pretty much a ‘Brand Power’ ad. But with beer. And less logic.
…Taika Waititi made some ads for you CUB?