To launch Innovation Beverage Group’s (IBG) new, non-alcohol, premium spirit range, Drummerboy, Common Ventures has created the range’s brand platform and launch campaign, encouraging people to be themselves and not feel the pressure of Australia’s outdated drinking culture.
The multi-platform campaign highlights the types of outdated pressure people still face when ordering alcohol-free drinks and that you don’t need to have a rehearsed excuse, retort or reason, you just need ‘zero cares’ to drink what you want.
The Drummerboy range of spirits, including non-alcoholic gin, tequila, whiskey and more, are made in Australia with local ingredients.
Says Clive Coleman, chief commercial officer, Innovation Beverage Group: “Attitudes towards drinking in Australia are becoming increasingly fragmented and less people are relating to our traditional drinking culture. People still want to live a life full of socialising with friends but an increasing segment are looking to reduce their consumption. We wanted a campaign that embraces people’s individuality whatever their choice of drink.”
Says Brian Merrifield, executive creative director, Common Ventures: “‘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.”
Says Alex Don, account lead, Common Ventures: “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.”
Drummerboy has a range of non-alcohol spirits available for purchase this month at Drummerboy.com and Bevmart.com.au, with the campaign launching across BVOD, digital and social channels.
Innovation Beverage Group
Chief Commercial Officer: Clive Coleman
Executive Creative Director: Brian Merrifield
Creative: Masha Rimsh
Creative: Tom Barker
Account Lead: Alex Don
Senior Producer: Lisa Macfarlane
Director & DOP: Jake Ward
Sound design: Smith & Western