Kim James 
Carlton and United Breweries has released a marketing campaign for its non-alcoholic beer Carlton Zero, which launched in September’s final 12 months. The campaign is the primary piece of labor created via CUB’s in-house organization Drafting. CUB’s present-day creative roster consists of Clemenger BBDO Melbourne and Special Group. Instead of positioning the product as an opportunity for alcoholic beer, the brand new and promotes the product alternatively for sugary soft drinks.
In the new marketing campaign, two colleagues sit down inside the lunchroom, and at the same time, as one is having a fowl salad and a Carlton Zero, the second one pours himself a glass of cola that turns into a move of sugar. The key message of the campaign is that Carlton Zero has 10-times much less sugar than a regular tender drink. CUB CEO Peter Filipovic stated a trend rising wherein humans need to devour beer more responsibly.
“We released Carlton Zero due to the fact beer fans advised us they desired more possibilities to revel in beer responsibly,” he stated. “Its large achievement proves drinkers were crying out for a non-alcoholic beer that sincerely tastes like beer. Adults want alternatives to sugary gentle drink, and this marketing campaign highlights that Carlton Zero has 10 times much less sugar than ordinary smooth drink.” According to CUB, non-alcoholic, low alcohol, and mid-strength beer now make up a quarter of its income. Since its release, Carlton Zero’s income has reached $10m, the agency stated. CUB’s marketplace research indicates that its primary market is ladies and men between 25 and 34, with lively life.
Filipovic added: “It’s giving humans the freedom to revel in their favorite drink in places wherein beer isn’t usually consumed. There’s no reason why you couldn’t enjoy Carlton Zero at lunchtime in the workplace or if you are a designated motive force. “We recognize Australians’ consuming behavior are converting. We’re innovating to keep pace, and the figures show customers love it.” Despite being a non-alcoholic beverage, CUB states it’s far following the Alcoholic Beverages Advertising Code and marketing the product strictly to adults.
Lucozade, Powerade, Gatorade
In the 21st century – commercials for power liquids are everywhere. You can not turn on the tv or flick open a mag without seeing an advert for those glorified potions. It seems that those liquids are taking over the fitness international, and also, you handiest should wander down to your neighborhood fitness center to look simply how famous they may be. So what truly are those so-referred to as “sports activities beverages,” and what do they proclaim to do? A sports activities drink a beverage designed to boom energy ranges, replace electrolytes and hold you hydrated. So let’s observe how they declare to do this:
Increase Energy Levels
Sports Drinks are full of sugar – A 500ml bottle of Lucozade power contains 21 teaspoons of sugar! To place that into attitude, a can of coke incorporates 10 teaspoons of sugar. When these sports beverages are consumed, our body converts all of the sugar into glucose launched into our blood flow. This glucose offers our bodies strength – that is what gives us that “alert” feeling.
