Grey Casts Diageo Brands as Liquor Lite

NEW YORK Following a spate of low-carbohydrate beer ads, Diageo North America wants consumers to know that its spirits count carbs too, with three print executions by Grey breaking in May magazines.

The New York shop’s ads focus on the idea of “nothing.” One features a background of red copy reading “Zero. Zilch. Nada” over and over again. Yellow copy on top of that proclaims, “A whole lot of nothing.” Another ad shows an empty cocktail glass and a stirrer with the words “zero carb.”