Carlton & United Breweries has brought back Sub Zero three years after the zero-sugar cola and vodka drink's initial 1994 launch, targeting the product at the Gen Z demographic.

The relaunch campaign, 'Thanks for Zero', was developed in partnership with digital creative firm VaynerMedia Australia, with the agency due to continue working with the brand beyond the launch.

The creative is a reflection of Gen Z's dissatisfaction with the status quo and their irreverent spirit.

"Sub Zero is inspired by Gen Z –– those looking for an easy-drinking zero sugar RTD with a refreshingly unpolished attitude," per Marketing Manager at Sub Zero, Ben Haysman. The campaign, which will be rolled out on street posters, out-of-home, YouTube, and social media starting October 14th, is a clear nod to this sentiment.

Associate Creative Director at VaynerMedia Australia, said: "Gen Z’s exasperation with the way things are hasn’t dimmed their sense of humour or thirst for life. Where they get especially frustrated is when people — and brands — pretend everything is all roses. So we gave them a chance to tell it how it is and say ‘Thanks for Zero’ to previous generations."

Sub Zero is a 4.5% ABV drink and is available in 4 packs of 375ml cans. It is currently available in bottle shops and will soon be available on tap in pubs and clubs nationwide.