Carlton & United Breweries promotes non-alcoholic beer range for Dry July

23 July 2021

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The campaign came to life via The Idea Shed.

Independent integrated agency, The Idea Shed, has launched a new campaign for client Carlton & United Breweries (CUB) to promote its range of non-alcoholic beer (NAB): Great Northern Zero, Carlton Zero and Peroni Libera.

The Idea Shed was tasked with developing a campaign that showcased CUB’s non-alcoholic beer portfolio and demonstrated the integration of the brands into an increasing number of ‘everyday’ drinking moments.

The Idea Shed created a simple and exciting shopping experience, making the category easy to navigate and delivering on both their functional and emotional needs.

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.

“We are excited to see ‘MONTH FOR IT!' reach our consumers in July," CUB senior manager - national activation Sarah Nielsen says.

"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.”

Three campaign visuals were created highlighting easily recognisable key drinking occasions such as Friday Drinks, Thursday Night Footy and Lunches with Mates.

The occasion-led campaign was activated both in-store and online.

“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," The Idea Shed director John Volckman says.

"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
Studio Manager – Elkie Pieterse
Adrian Moore - Head of Strategy

Agency Partners:

Suzana Matesic – Account Manager

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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