THE BRIEF

  We are seeing a huge shift when it comes to drinking culture globally. The non-alc space, especially in Australia, is growing rapidly. This space is becoming highly competitive as a result Drummerboy needs to hit the market with a strong brand for launch. 

 

THE INSIGHT

It’s not always easy to take a night off drinking when you live in Australia. One non-alcoholic drink in hand and suddenly you're the butt of every joke, the recipient of unwanted comments, and the target of a never-ending Q&A session. As a result, those going sober at the pub tend to keep it on the down low. 

​

THE IDEA

“Zero Cares Given” flips the script on sober shamers, bites back at the barflies and gives people the green light to be their authentic selves.