Carlton & United Breweries Debuts New No-Alcohol Campaign Via The Idea Shed

Carlton & United Breweries Debuts New No-Alcohol Campaign Via The Idea Shed
Joy Clark
By Joy Clark



Independent integrated agency The Idea Shed, has launched a new campaign for client Carlton & United Breweries (CUB) to promote its range of non-alcoholic beers.

The Idea Shed was tasked with developing a campaign that showcased CUB’s non-alcoholic beer portfolio of Great Northern Zero, Carlton Zero and Peroni Libera.

The Idea Shed created a shopping experience, with July being synonymous with taking a break from alcohol, the agency took this opportunity to really celebrate a whole FOMO-free month with its MONTH FOR IT! campaign.

Created were three campaign visuals highlighting easily recognisable key drinking occasions such as Friday Drinks, Thursday Night Footy and Lunches with Mates. The disruptive, occasion-led campaign was activated both in-store and online, acting as a signpost for the NAB category.

Sarah Nielsen, senior manager – national activation, CUB said: “We are excited to see ‘MONTH FOR IT! reach our consumers in July.

“The Idea Shed developed an impactful occasion-led campaign to help CUB establish our non-alcoholic beer portfolio as the signpost for the category.

“It delivers a disruptive non-alcoholic destination for our customers in-store and online and gives shoppers more reason to choose.

“With people often choosing July to take a break from alcohol, we wanted to shout out about the opportunity to really celebrate a whole FOMO-free month with our MONTH FOR IT! campaign.”

John Volckman, Director atThe Idea Shed, said: “The campaign highlights easily recognisable key drinking occasions that, because of CUB’s non-alcohol beer range, shoppers wanting an alcohol-free option could still very much be a part of.”

Agency Team:
Richie Strettell: Director

John Volckman: Director

Rich McCrum: General manager

Dan Adams:  Group account director

Kieran Cook: Senior account manager

Michele Verze: Design director

Mike Avery: Art director

Dale Bennetto: Head of content

Elkie Pieterse: Studio manager

Adrian Moore: Head of strategy

 Agency Partners:

 ADM

Suzana Matesic: account manager

 CUB:

Angelique Kyritsis:  Activation specialist, integrated marketing campaigns & NPD

Kate Sellar: Trade activation manager, NPD & integrated marketing campaigns

Sarah Nielsen: Senior manager – National activation




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