The iconic 90s premix drink, Sub Zero, which gained cult status after its launch in 1994, has been reimagined for today’s generation, 30 years later. Now part of the Asahi Beverages portfolio, Carlton & United Breweries has reintroduced the brand as Australia’s first zero-sugar cola and vodka drink, keeping the classic name Sub Zero while modernizing it to align with current health-conscious preferences.
To launch this revamped beverage, Sub Zero has partnered with VaynerMedia Australia, an integrated creative and media agency, to roll out the bold ‘Thanks for Zero’ campaign. Designed to resonate with Gen Z, the campaign taps into the generation’s carefree and rebellious spirit, focusing on their unique ability to stay defiant amid the pressures of modern life—whether it’s coping with rental anxiety or dealing with the grievances of noise-complaining neighbors. The campaign seeks to capture the irreverence and resilience of Gen Z, pairing nostalgia with modern sensibilities to celebrate a refreshing take on an old favorite.
“Sub Zero is inspired by Gen Z –– those looking for an easy-drinking zero sugar RTD with a refreshingly unpolished attitude, 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.” said Ben Haysman, Marketing Manager at Sub Zero.
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.
“Gen Z’s exasperation with the way things are hasn’t dimmed their sense of humor or thirst for life,” said Nick Donovan, Associate Creative Director at VaynerMedia Australia.
“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
