Carlton Zero
Carlton Zero
The challenge
We were confident that the refreshing taste of Carlton Zero would do most of the convincing for us. The challenge was convincing everyday Aussies to swap their tried and tested favourites for a non-alcoholic alternative.
The TMS solution
We decided to hit the streets armed with eskies on trikes, tempting the public with a can or two of free Carlton Zero on a hot summers day. And, as if a cheeky free sample wasn’t enough, we ran our campaign on January 26th. Really, who can say no to a cold one on Australia Day? …
We sent a team of ambassadors out to target the most popular alcohol-free zones around the country. They roamed the streets and the sand on wheels, distributing cans, all in the name of hydrating some thirsty Aussies.
The TMS solution
We decided to hit the streets armed with eskies on trikes, tempting the public with a can or two of free Carlton Zero on a hot summers day. And, as if a cheeky free sample wasn’t enough, we ran our campaign on January 26th. Really, who can say no to a cold one on Australia Day? …
We sent a team of ambassadors out to target the most popular alcohol-free zones around the country. They roamed the streets and the sand on wheels, distributing cans, all in the name of hydrating some thirsty Aussies.
The TMS results
As a result of the Australia Day campaign, 21,600 cans of Carlton Zero were distributed in Surfers Paradise, Manly and St Kilda. A vast majority of the Aussies we spoke to declared that they were converted with 70% loving the taste and stating that it “tastes just like beer”.
