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
Admit it, when you're watching TV and the ads come on, your head drops to your phone and remains there until the programme resumes. American telecommunications equipment company Qualcomm has embraced this phenomenon with some clever advertising.