MESSAGE: The commercial emphasizes All-Free beer’s three zeros (zero alcohol, zero calories, and zero carbohydrates) with a male-oriented story that steadily builds to a climax on the word “zero”.

OBJECTIVE: To differentiate the product from other low-alcohol beers by powerfully conveying its signature “three zeroes”: zero alcohol, zero calories, and zero carbohydrates.

CONCEPT: To exploit a topic familiar to men and encourage interest in the product’s “zero” selling point.

TARGET: Mainly men in their 20s and 30s.