More Brands, Less Carbs in Grey’s Liquor Ads

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.” All ads include the line, “When you’re counting carbs, Smirnoff vodka, Crown Royal, Johnnie Walker and Tanqueray gin have none.” The tagline: “Cheers to zero carbs.”

This the first time Diageo has featured more than one of its liquor labels in an ad campaign.

“We were looking at the zero-carb trend sweeping country, and we thought it would be a great opportunity to be able to inform consumers that [Diageo brands] contain no carbs,” said Gary Galanis, vice president of communications at the Stamford, Conn.-based company.

Graham Button served as creative director, Fred Ledtke provided art direction and Conor Sheridan was the copywriter on the campaign.

Ads are running in magazines like Business Week, Cosmopolitan, Esquire, Jane, Rolling Stone and Sports Illustrated, among others.

Diageo spent nearly $200 million overall on ads in 2003, according to TNS Media Intelligence/CMR.