Big Alcohol’s Deceptive Play for Gen Z

Posted on October 15, 2024 in Asahi, Promotion, Australia

Asahi’s re-launch of “Sub Zero alcoholic cola”, with its “Thanks for Zero” campaign, exemplifies the alcohol industry’s concerning tactics to attract Gen Z consumers. This zero-sugar vodka and cola drink is marketed as a refreshing, modern choice, but the campaign’s nature is far more manipulative.

The campaign exploits Gen Z’s frustrations with societal issues and earlier generations, presenting alcohol consumption as part of a rebellious lifestyle. By aligning their product with cultural grievances, Asahi attempts to normalize alcohol use in young people’s daily lives.

Particularly troubling is the framing of Sub Zero as a healthier alternative. While catering to the demand for low-sugar options, it ignores the fact that no level of alcohol consumption is risk-free. This misleading “better for you” image used by Asahi capitalises on Gen Z’s health consciousness while downplaying alcohol’s dangers.

Promotion, or any marketing strategies, is Big Alcohol’s activity to drive alcohol availability and acceptability, to perpetuate the alcohol norm, and to place alcohol at the center of people’s thoughts and preferences, communities’ practices, and societies’ customs. The focus of this DUBIOUS FIVE strategy is the people and their beliefs about alcohol products, the public and their attitudes about and behavior around alcohol products, and the consumers and how much, how often they buy and consume alcohol brands.

Sources:
https://marketech-apac.com/reimagined-sub-zero-alcoholic-cola-returns-for-gen-z-with-thanks-for-zero-campaign/
https://www.asahi.com.au/responsibility/beverages-health

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