Sub Zero is back to support Gen Z’s defiance and optimism adobo Magazine [Video]

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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 …