Carlton Zero celebrates its winning formula for success with new social campaign via Draftline
Carlton Zero has launched a new social video via its in-house agency Draftline off the back of the beer’s success with Aussies.
Australian’s taste in beer is changing with non-alcoholic, low and mid-strength beers now accounting for around a quarter of all Carlton & United Breweries’ sales.
Carlton Zero is playing a role in helping drive the trend towards moderation: since launching a year ago it has sold more than 3.2 million litres in Australia.
Carlton Zero dominates non-alcoholic beer sales in bottle shops, driving up sales in the category by 14 times.
No, low and mid-strength beer now make up almost 25 per cent of the volume of beer sales for CUB – up from just 10 per cent five years ago.
Carlton Zero’s first birthday coincides with the Global Be(er) Responsible initiative, which is a worldwide effort by brewers, including CUB, to promote responsible consumption of beer.
CUB’s Chris Maxwell said the tastes of Australian beer lovers is changing: “We launched Carlton Zero because beer lovers told us they wanted more opportunities to enjoy beer responsibly. The popularity of Zero shows it’s becoming normal to consume non-alcoholic beer on many different occasions.
“Research shows the most common reason people drink non-alcoholic beer is because they’re the designated driver, and we’re seeing this predominately in people aged 18-34. We think this deserves a pat on the back, and really shows the moderation message is getting through.”
The CUB-commissioned national online survey of 1000 people this month also found no-alcohol beer is most popular with people aged 18-34, with almost half (49 per cent) saying they would consider drinking a no-alcohol beer at a social occasion.
25 Comments
This. is. shit.
Hate to be negative but it really is and there’s no denying it.
Got it
I mean this wasn’t great. Also why not drink kombucha if you’re not drinking. Sink a couple’a pints of booch and your gut flora will be so healthy it’ll be escaping you on the hour. I do it all the time, sure it’s a bit raw back there and sitting down starts to hurt, but it’s infinitely better than drinking a Carlton. As an aside, it’s good to see short people being represented in ads though, even the nipple-high ones.
“A coupla pints of booch” ahahahahahahhahahaha
…this is just embarrassing. How you could think this is ok to put out into the world is beyond me. But the lack of any sort of awareness required to ACTUALLY PR IT? f*ck me.
You can normally drive after you’ve had one beer, right? So is that why this fella has been cast as so short, so tiny that even one beer will tip him over the limit?
I can’t explain the weird continuity leap though, can you?
I know there’s too much negativity on here but this goes to show how terrible in-house creative is. This does more damage than good, the casting is terrible and looks like it was shot on a potato.
*ded*
https://www.youtube.com/watch?v=bX93lAGQ4EM
It definitely took a while to realise he wasn’t actiuay stressing about being short.
Slow, down.
More cuts than a Transformer film.
ANT. please save us from this shit.
Why did they shave Lionel Messi?
.
…is this shit?
At the very least I can see a rough, but good insight at the foundation of this – a lot of people do feel awkward opting out of drinking situations with their mates.
But the execution is pretty average – the script is average, the casting (whilst improved from their last whitewashed effort) is bad, and the production is (as put above) spud-tier. Feel like there’s some tight budgets as a result of doing this in-house?
That’s one of the most obvious diversity cameos I’ve ever seen. It’s like an episode of South Park. Unreal.
I’ve never seen an ad that turned me off the product worse than this.
This is appalling. Everyone involved in it should be fired. Including the talent. Everyone.
Why the fuck is he so short?
Why is he such a dweeb? Am I supposed to want to be like him? He’s the last person I’d want to be like.
It was his turn to buy a round but he didn’t know that. Is this a beer for tightasses?
This has absolutely rustled my jimmies, and I am most displeased.
It’s hard to make advertising that kills brands. This gets close.
Ok. Not the best. But compare these guys to other in house agencies and they’re doing ok. in a decade’s time the work from these guys will be heaps better.
“in a decades time’? Please tell you are joking? If they have a decade of this level of ads there won’t be any CUB brands left.
At least there is a singular proposition in this… It’s not great but it’s a lot better than that confused work where they hadn’t worked out if they were competing on low alcohol, low carbs, against beer or against soft drink and it was on an office green screen. Yuck.
This is so bad it’s good.
Having a crack at an ad because the talent is short. What arseholes.
Someone accidentally shot the research debrief.
I came for the comments.