For the best part of three decades Australians have been educated by road safety campaigns to not drink and drive. While that warning has changed driving habits and saved lives we decided to do something radical: the complete opposite. We actively encouraged people to drink and drive, but for a reason, and with a sense of humour. The launch of Carlton Zero 0% alcohol beer at United Petroleum meant for the first time Australian motorists could grab a beer when stopping to fill up their car with fuel.

To flip the message around we borrowed from the alcohol category conventions — we launched a music carnival across United Petroleum stores with key sites featuring live music, food caravans, mini in-store bars and product sampling. These music events were all promoted online across several social channels where we live-streamed performances.