Low-alcohol beers, wines and ciders are growing in popularity, due to a combination of changing drink driving rules, more concern about the health impacts of drinking and changing social attitudes to overt drunkenness. So far there have been a range of approaches used by the booze companies to sell their lower-potency wares, from DB Export's comical surgeon, to Heineken's Light Club or Brancott Estate's Flight. But this bold approach to advertising zero alcohol beer spotted in Nishiki restaurant in Auckland stands out as one of the most creative. As it says: "Looks like a real beer. It's beery beery yummy!!" They grow up so fast.
Marketing, advertising & media intelligence
According to some guy, every action has an equal and opposite reaction. And in a world filled with too much technology, there is a growing desire among some to simplify, switch off and maintain mindfulness. And that tension can be seen clearly with the EasyPhone, which is targeting a very specific customer base by – gasp! – promoting the removal of 'smart' features and – double gasp! – advertising the product in a newspaper.