VaynerMedia Australia relaunches Sub Zero for the new generation with ‘Thanks for Zero’ campaign

AUSTRALIA — The original ’90s cult classic premix Sub Zero has been reimagined for a new generation. 30 years after its launch in 1994, Carlton & United Breweries — now proudly part of Asahi Beverages — has released Australia’s first zero-sugar cola and vodka drink, Sub Zero.

Partnering with 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 neighbors.

“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 favorite 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.

“Gen Z’s exasperation with the way things are hasn’t dimmed their sense of humor 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,” said Nick Donovan, Associate Creative Director at VaynerMedia Australia.

Sub Zero is 4.5% ABV and comes in four packs of 375ml cans. It is now in bottle shops and will soon be available on tap in pubs and clubs nationwide.