Retro icon Sub Zero relaunches for a new generation in new campaign via VaynerMedia

The original 90’s cult classic premix – Sub Zero – has been reimagined for a new generation. 30 years after Sub Zero’s launch in 1994, Carlton & United Breweries — now part of Asahi Beverages — has released Australia’s first zero-sugar cola and vodka drink, Sub Zero alongside a major campaign created by integrated creative & media agency VaynerMedia Australia.

Sub Zero has unveiled its ‘Thanks for Zero’ campaign to capture the irreverent spirit of Gen Z: defiant in the face of rental anxiety, and noise-complaining neighbours.

“Sub Zero is inspired by Gen Z –– those looking for an easy-drinking zero sugar RTD with a refreshingly unpolished attitude,” said Ben Haysman, marketing manager at Sub Zero. “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.”

Set at a house party in a mansion that embodies intergenerational wealth, the campaign aims to provide some catharsis for Gen Z — reflecting that despite the short straws that Gen Z feels like they’re being dealt, their spirit remains optimistic.

Says Nick Donovan, associate creative director at VaynerMedia Australia: “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.”

The campaign will roll out on street posters, out-of-home, YouTube and social media from the 14th of October.

Client – Carlton & United Breweries
Head of RTDs and Cider Marketing – Sarah Wilcox
Head of Innovation – Ben Farlow
Marketing Manager, Sub Zero – Ben Haysman
Brand Manager – Liam Hale
Media Manager – Harriet Ross
Innovation Specialist – Olivia Dickinson

Agency – VaynerMedia Australia
Head of Australia – Karen Coleman
Head of Creative & Consulting – Yash Murthy
Associate Creative Director – Nick Donovan
Senior Art Director – Lehi Curtis
Retoucher – Nurdeane Wong
Senior Producer – Melissa Petryszyn
Producer – Cressida Barrett
Senior Strategy Director – Chrissie Malloch
Account Director – Afonso Martins
Business Director – Sara Hailan
Senior Project Manager – Charlotte Lowndes
Senior Influencer Manager – Daisy Melville

Production – We Know Video
Director – André Rodrigues
DOP – Matt Hopkins
Photographer – Rocket Weijers
Producer – Matthew Coates

Media Agency – PHD
Group Business Director – Tess Eastcott
Planning Director – Shahrzad Eftekhar
Investment Director – Ryan Wahl
Digital Manager – Spencer Moore

Music Composer – Charlie White