Carlton & United Breweries: Sub Zero

Contemporising a Nineties Cult Classic for a New Generation of Gen Z Revellers

Our challenge in relaunching CUB’s Sub Zero Vodka Cola to a new generation of revellers was one of relevance. We had to sell a ‘good time’ to Gen Z, in a time where many Gen Z feel like they aren’t having a ‘good time’ thanks to the choices made by previous generations.

‘Thanks for Zero’ is a platform that positions Sub Zero as a sugar-free drink that lets Gen Z voice why things aren’t so sweet; a cathartic and refreshing release portrayed as a gleeful middle finger to those that came before them.