Diageo North America has jumped on the low-carb bandwagon with a print campaign from Grey that broke in May issues of magazines. The New York shop focuses on the idea of “nothing” in ads that tout several of the Stamford, Conn., company’s brands, such as Smirnoff, Crown Royal, Johnnie Walker and Tanqueray. One ad features a background of red copy that reads, “Zero. Zilch. Nada.” Yellow copy superimposed over that proclaims, “A whole lot of nothing.” The tagline is, “Cheers to zero carbs.” Spending was not disclosed. Diageo spent nearly $200 million overall on ads in 2003, according to TNS Media Intelligence/CMR.
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