Thanks for Zero: Contemporising a 90s Cult Classic for Gen Z Revellers

Thirty years after the iconic Sub Zero launched in 1994, Carlton & United Breweries has resurrected the 90s cult classic premix brand with a fresh twist: Australia’s first zero-sugar cola and vodka beverage. But this isn’t just about nostalgia; it’s about reinventing a classic for the Gen Z audience.

A Nostalgic Classic, Reimagined for Today

The classic drink combination, nostalgia, and zero sugar are a solid foundation, but reviving Sub Zero meant more than simply re-releasing a 90s favorite. For this reincarnation to truly resonate, we had to acknowledge that the Sub Zero from 1994 wasn’t the same as the one we were introducing in 2024. The world had changed, and so had the needs and desires of the audience.

Our challenge was clear: how do we build depth into a brand that stays true to its roots while also speaking directly to a very different generation? Gen Z, after all, lives in a world full of uncertainty and adversity, and our task was to tap into this reality while staying faithful to Sub Zero’s core value of unpolished enjoyment.

Dialling into ‘Generation Zero’ Through Platforms and Culture

To truly understand the pulse of Gen Z, we placed social media at the heart of our strategy—not just as a distribution channel, but as a means of gathering insights, understanding behavior, and sparking inspiration for the brand. At VaynerMedia, we call this a ‘PAC’ (Platforms and Culture) mindset, which meant diving deep into the platforms where Gen Z spends their time, then plugging into the culture and discourse that shapes their world.

What we discovered was that, despite the generational challenges they face, Gen Z expresses joy in rebellious, seemingly small ways. They laugh in the face of absurd realities, responding to systemic issues with acts of defiance and rebellion. It’s seen in their rejection of the curated Instagram aesthetic in favor of chaotic, unfiltered photo dumps, embracing ‘revenge living,’ TikToks calling out toxic landlords, and even the rise of ‘dumb phones’ as a counter to doomscrolling.

Thanks for Zero: Giving Gen Z a Voice

For Sub Zero, embracing this mindset meant acknowledging Gen Z’s frustrations while offering a refreshing escape. The ‘Thanks for Zero’ platform positions Sub Zero as the drink that lets Gen Z express why things aren’t all that sweet—offering a cathartic release while serving as a gleeful middle finger to the generations that came before them. It's about celebrating defiance, joy, and living authentically in the face of adversity.

Capturing the Spirit: A Bold and Chaotic Visual Identity

The visuals of the campaign lean into this rebellious energy. Housing inequality and generational divides were key themes, so we threw a house party at a mansion representing intergenerational wealth and shot the scene in a raw, handheld style. The result is a chaotic and energetic film that embodies defiant party vibes.

Our OOH and street posters were designed to reflect these generational concerns. We mined phrases and sentiments from the comments section—using the raw, unfiltered language of Gen Z as the backbone of our messaging. This approach kept the campaign grounded in real-world discourse, making sure we connected with our audience without crossing into cringe territory.

Turning Advertising Into a Soapbox

Instead of traditional advertisements, we turned the medium into a provocative soapbox. The campaign became a platform for Gen Z’s concerns, putting a face to the voices heard online. The result? A refreshing and authentic perspective from a drinks brand that speaks directly to the audience.

The campaign launched on street posters, out-of-home media, YouTube, and social media on October 14th. Sub Zero is already available in bottle shops and will soon be on tap in pubs and clubs nationwide, giving Gen Z a new way to embrace the spirit of rebellion, joy, and unpolished fun.

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