Noughty Larger
BRAND OPUS HATCHED 2025
If alcohol is unpopular with Gen Z, how do you make not drinking the new gold standard?
Gen Z is falling out of love with drinking. In a world saturated by alcohol culture, choosing sobriety has become the ultimate act of modern rebellion.
Noughty is a no-alcohol lager designed to disrupt a category built on quiet compromise. Instead of apologising for what it lacks, Noughty celebrates the thrill of opting out—transforming a personal choice into a bold, defiant identity that refuses to blend in.
The campaign hinges on the headline "tastes bad" – a deadpan play on contemporary slang where "bad" means exactly the opposite. By pairing high-end, minimalist creative with an intentionally disruptive hook, the execution subverts traditional beverage advertising to turn a literal negative into the ultimate badge of honour.
SKILLSET
Creative Strategy / Naming / Brand Design / Art Direction / Pack / Campaign
