The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec


By John Glenday | Reporter

August 1, 2022 | 2 min read

Innovation Beverage Group has launched a spirited defense of its zero-alcohol drinks range by speaking up for anyone on the receiving end of a snide jibe when ordering at the bar.

Drummerboy presents a stereotypical mummy’s boy overcompensating for a lack of laundry independence by hitting out at customers daring to flout Australia’s hard-drinking culture.

Speaking up for those feeling pressured against changing their drinking habits, the campaign demonstrates that no excuse, retort or counterargument is necessary when you have ‘zero cares.’

Common Ventures executive creative director Brian Merrifield said: “‘Zero alcohol. Zero cares given’ takes an unapologetic approach to individuality. We’re encouraging people to be themselves; drink preference is personal and we believe people shouldn’t have to conform or compromise.”

Common Ventures account lead Alex Don added: “Drummerboy is a great new product in an increasingly competitive category, a product category that is not without its critics. We all know a lot of these critics personally and we had a lot of fun tapping into our own experiences to bring that to life.”

The Drummerboy range of spirits includes non-alcoholic gin, tequila and whiskey, marketed toward Australians wishing to reduce their alcohol consumption, across BVOD, digital and social channels.

Modern Marketing Brand Purpose Non-alcoholic

More from Modern Marketing

View all