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1.  Promoting music video for local band

2. Promoting new music for local band

3. Promoting local band

4. Promoting an event with live music

5. Promoting a festival

6. Promoting a beverage

7. Promoting a food product

8. Promoting a cafe

9. Promoting a restaurant

10. Promoting a bar

11. Promoting Adelaide music scene

12. Promoting fashion label

13. Promoting safe driving

14. Promoting photographer

15. Promoting new social media platform

16. Promoting travel by public transport

17. Promoting healthier eating

18. Promoting new computer

19. Promoting new phone

20. Promoting guitar

21. Promoting drum kit

22. Promoting music store

23. Promoting cookbook

24. Promoting cooking show

25. Promoting recording studio

26. Promoting new magazine

27. Promoting suburb

28. Promoting zero alcohol beer

29. Promoting anti-smoking

30. Promoting anti-pokies

31. Promoting anti-gambling

32. Promoting record label

33. Promoting jewellery brand

34. Promoting new real estate company AI

35. Promoting cinema

36. Promoting new AI technology

37. Promoting new fast food company

38. Promoting earplugs for gigs

39. Promoting new book

40. Promoting comic book

41. Promoting a new streaming service

42. Promoting a furniture company

43. Promoting a photography business

44. Promoting a new guernsey design for an AFL team

45. Promoting a fitness or gym service

46. Promoting a face moisturiser product

47. Promoting a hair wax product

48. Promoting a wedding planning or bridal service

49. Promoting a home cleaning service

50. Promoting a car dealership

51. Promoting a social media service

52. Promoting a law firm

53. Promoting a healthy snack

54. Promoting a pet grooming or pet care service

55. Promoting a DIY or home improvement product

56. Promoting a toy or children's product

57. Promoting a gaming or entertainment product

58. Promoting a tech gadget or accessory

59. Promoting a gardening or landscaping service

60. Promoting an eco-friendly or sustainable product

61. Promoting a travel destination in Adelaide

62. Promoting a charity event

63. Promoting an insurance company

64. Promoting a home security camera product

65. Promoting an online marketplace

66. Promoting a job search or career development service

67. Promoting a dating app

68. Promoting a personal coaching app

69. Promoting a self-help or wellness app

70. Promoting a financial or credit score monitoring service

71. Promoting an interior design service

72. Promoting a jet-ski

73. Promoting a local tourism destination or attraction

74. Promoting a craft or DIY project

75. Promoting a musical instrument or equipment rental service

76. Promoting a board game

77. Promoting a cooking class

78. Promoting a language learning app

79. Promoting an art exhibition

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At first I am feeling a little bit overwhelmed by this assessment as it is unlike anything I have ever done before. As I was unable to attend the first tutorial I feel like I am already quite behind in the course content. I have some initial ideas of wanting to create something related to my band Coldwave as a promotional video, but I am worried that it will appear as generic and limit what I am able to promote. I have decided to focus my energy on the music scene more generally so that it is still something I have a deep interest in.

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The message I would like to promote is a zero-alcohol beer company that relates to youth live music culture. I would like to promote an alternative to drinking in live-music spaces as I am a musician who understands the prevalence of alcohol in band environments. A few of my bandmates are non-drinkers, however, there are rarely people who do not participate in drinking alcohol during local live music performances. I would like to challenge the norm of conforming to drinking alcohol in social settings.

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My target audience is in the age range of 20-25 years old, their personal interests include live music, drinking alcohol, the taste of beer, and socialising. Their political/ideological affiliations are left. They are based in Adelaide and their level of education is high school and tertiary education. The personal and professional networks to which they belong are the live-music scene, University Students, arts professionals. My audience spends most of their time on TikTok, Instagram, YouTube, and Facebook. They are spending 1 hour per day using the platforms daily. My audience is watching short content videos on platforms such as TikTok, memes on Instagram and longer-form videos on YouTube. My content can be engaging visually, by being set in venues that they are familiar with whilst also promoting a healthier alternative to drinking alcohol. I would like to make the content funny to assist in entertaining the audience. My content differs from other content available online as it targets a younger demographic of drinkers that are involved in the creative industries.

The reason I have chosen this younger demographic of drinkers is that I would like to reduce the stigma of drinking alcohol in social settings and promote healthier alternatives. Whereas in my research I have discovered that adverts for zero-alcohol beer do not assist in promoting this type of message and their target audience is usually men above the age of 30.

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Anderson, P, O'Donnell, A, Kokole, D, Llopis, E. & Kaner, E 2021, ‘Is Buying and Drinking Zero and Low Alcohol Beer a Higher Socio-Economic Phenomenon? Analysis of British Survey Data, 2015-2018 and Household Purchase Data 2015-2020’, International Journal of Environmental Research and Public Health, vol. 18, no. 19, p. 10347.

The aim of the study was to determine if the purchase and consumption of zero and low-alcohol beers differs by demographic and socio-economic characteristics of consumers. The study found that buying and consuming zero-alcohol beer is more likely to occur in younger age groups, in more affluent households, and in those with higher social grades. An interesting point was that zero-alcohol beer was more likely to be bought and drunk by those who generally bought and drank the most alcohol. The study also identified that such products could only make a small contribution to efforts to reduce alcohol consumption.

This study was interesting to assist in determining my target audience, it discussed how more affluent younger people were more likely to purchase zero-alcohol beer and people who already consume more alcohol are more likely to buy alcohol-free alternatives. The study was conducted in the United Kingdom, however, I believe it is applicable to Australia.

Miller, M, Pettigrew, S & Wright, CJC 2022, ‘Zero‐alcohol beverages: Harm‐minimisation tool or gateway drink?’, Drug and Alcohol Review, vol. 41, no. 3, pp. 546–549.

This study discusses whether zero-alcohol beer is effective as a harm-minimisation tool or a gateway drink for alcohol. It discusses the causal association of alcohol with a broad range of diseases and mentions that it in Australia, alcohol is the sixth leading cause of disease. It states that over the past 10 years, public health researchers have debated whether low-alcohol beverages can have a role in reducing alcohol consumption and harms. It also states that zero-alcohol beverages may have greater harm-reduction potential rather than alcoholic beverages. This study also discusses whether consumers are drinking zero-alcohol beverages where alcoholic drinks would not normally be acceptable, and noted that the alcohol industry has marketed these drinks as products for consumption when ‘alcohol is not desired or socially appropriate’ such as when dieting or driving. The study also detailed that children are able to purchase zero-alcohol beverages which has the potential for a gateway effect. Another interesting point in the study was that the use of zero-alcohol beverages may perpetuate the cultural myth that an alcohol-type beverage is required for social conformity. Challenging this norm rather than reinforcing it may be more effective in reducing alcohol harms.

This study was interesting to gain a health perspective to help make my research more informed about different negative aspects of alcohol-free beer. This helped inform me of the potential health risks of advertising an alcohol-free beer. It demonstrated that alcohol companies do not discuss the negatives of drinking alcohol in their advertisements of alcohol-free beverages as they have a conflict of wanting to sell their alcoholic beverages.

Overton, P., Dalton, M. and Maxwell, C. 2019,  ‘Alcohol-free boom: It was once the red-headed stepson of beverages, but zero-alcohol beer is starting to reappear in bottle-os and pub fridges.’, video, Nine News, 23 October, viewed 11 March 2023, <https://search.informit.org/doi/10.3316/tvnews.tsm201910230237>.

This reference was a news segment on Channel 9, it included an interview with the marketing director from Carlton Zero, Chris Maxwell. It discussed how alcohol-free beer taste is meeting consumer demand. It discussed that non-alcoholic beer has been available in Australia for over 20 years however most consumers were not happy with the taste. The news segment used facts to discuss that beer sales have declined in the last 10 years falling to the lowest levels since the 1950s.

The research was limited as they only had one expert appear in the segment however, they did use data from Ibis World and interviewed regular patrons at a local pub trying the alcohol-free beers. The research would have been more accurate with responses from the bar interviewees if they were not aware whether they were drinking alcohol or alcohol-free beer.

Porretta, S & Donadini, G 2008, ‘Preference Study for No Alcohol Beer in Italy Using Quantitative Concept Analysis’, Journal of the Institute of Brewing, vol. 114, no. 4, pp. 315–321.

This paper's aim is to understand consumer attitudes toward alcohol-free beer in Italy. It discusses the main attributes considered for consumers purchasing these products. Consumers favour products with good packaging, price, flavour and colour. Glass bottles with twist-off caps were favoured among consumers.

This study was interesting in developing an understanding of consumer behaviours for purchasing alcohol-free beer. A limitation of the study is that it was based in Italy, which is one of the lowest consumers of beer per capita in Europe. The study was also conducted in 2008, however, I believe it was still of value as customer attitudes were informative and I believe would still be current.

Wright, P 2022, 'Lindsay has spent much of his life playing beer-soaked punk gigs. Now he's given up drinking', ABC Everyday, 1 July, viewed 28 March 2023, <https://www.abc.net.au/everyday/why-lindsay-mcdougall-frenzal-rhomb-and-jen-owens-quit-alcohol/101179904>.

This article is an interview with Lindsay McDouggal and Jen, McDouggal is a regular gig-goer and punk musician and he gave up drinking alcohol and started drinking alcohol-free beers. He felt like the idea of not drinking was terrifying, like losing a big part of his identity and found that alcohol-free beers helped as he likes the taste and feels the same drinking them. Lindsay and Jen felt sobriety helped their mental health by alcohol not numbing any issues. They feel more confident in social situations by not drinking alcohol and had previously had the perception that alcohol was helping to cope with social anxiety.

This article was interesting as it discusses drinking culture in live music and the interviewees promote drinking alcohol-free beers for sobriety.

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This advertisement is at a local pub, with four men drinking around the table. One man has to make the decision of what to do when he has to leave the pub and drive home and his mates ask him to buy the next round. It is very much targeted at a male audience. It demonstrates toxic masculinity as the non-drinker wants to conform with his mates drinking beer but can not consume any alcohol and does not want to be seen drinking a soft drink or a mocktail. It affirms the social norm that you have to drink alcohol in social settings. He sees the non-alcoholic Carlton Zero as a way to conform to the societal norm of drinking beer, without intaking any alcohol.

I think this advert is a poor example of what responsible drinking is and instead of advertising alcohol-free beer as a positive, it affirms that you only drink alcohol-free beer to conform to the societal norm of drinking.

Carlton Zero 2019, Carlton Zero - Smart drinking, video, YouTube, 12 September, viewed 21 March 2023, <https://www.youtube.com/watch?v=k9-8yJlFnNY>.

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THE BLUE HAT
The promotional video for the zero-alcohol beer in a karaoke bar will aim to engage the target audience and encourage them to consider the benefits of choosing zero-alcohol options for a fun and responsible night out. I will need to plan a script that promotes the positive aspects of drinking alcohol-free beer and reduces the stigma of choosing not to drink.

THE WHITE HAT
The promotional video for the zero-alcohol beer in a karaoke bar will showcase its unique qualities and features that appeal to young adults aged 20-25 in Adelaide. There are not any adverts targeting this market demographic, and some limitations with current adverts are that the companies are traditional beer companies that still want to promote their alcoholic options.

THE RED HAT
The video will evoke emotions of excitement, joy, and camaraderie among the target audience as they socialise with friends and enjoy their favourite tunes while sipping on a refreshing zero-alcohol beer.

THE GREEN HAT
The video will offer creative and innovative ways to enjoy zero-alcohol beer, such as pairing it with unique karaoke experiences. The advert will be engaging for the target audience and will bring a sense of familiarity and fun to them. I would like to have really vibrant colours in the advert and have the advert set in a really fun atmosphere with some interesting and campy costumes.

THE YELLOW HAT
The video will highlight the benefits of choosing zero-alcohol beer over traditional alcoholic drinks, such as the ability to enjoy a night out without worrying about the negative effects of alcohol.

THE BLACK HAT
The video will address the potential drawbacks or misconceptions associated with drinking zero-alcohol beer, such as the fear of missing out on the "buzz" or the stigma of not drinking alcohol. A weakness that could come from my video is that it is a gateway to drinking alcoholic beers. I want my ad to promote responsible drinking, rather than glamorising drinking alcohol.

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Heaps Normal - Another Lager. No Booze. No Worries.

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Heaps Normal - Another Lager. No Booze. No Worries.

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The advertisement is set in a small local pub with patrons sitting at the bar watching the footy. The bartender serves them a non-alcoholic lager without them knowing and they have no problem with it. The advertisement is demonstrating that the beer is so good that you wouldn't even notice any difference. It doesn't show any benefits to non-drinking and the bartender does not inform the man sitting at the bar that it is a zero-alcohol beverage, and seems to be punishing him. rather than it being fun. I like the lighting and the colouring of the advert as it gives a sense of nostalgia.

Heaps Normal 2022, Heaps Normal Another Lager. No Booze. No Worries., video, YouTube, 28 March viewed 21 March 2023, <https://www.youtube.com/watch?v=dQvkQBdjLyM>.

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Heaps Normal Another Lager. No Booze. No Worries.

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A man is sitting in his car sipping a Heineken 0.0, a police officer approaches him seemingly giving him a ticket for drink driving. The man shows the officer that it is a zero-alcohol beer, however, the ticket is for parking in a no-parking zone. The advertisement is funny and plays on the idea of what you can do when drinking a zero-alcohol beer but has a twist that is memorable for the audience.

Heineken 2018, Heineken 0.0 | Now You Can | Parking, video, YouTube, 30 May, viewed 21 March 2023, <https://www.youtube.com/watch?v=KNZCe3I_X7o>.

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Heineken 0.0 - Cheers with No Alcohol. Now You Can.

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Heineken 0.0 - Cheers with No Alcohol. Now You Can.

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The ad follows a fictional history of the dilemma of giving 'cheers' or 'no cheers' when drinking a non-alcoholic beverage. It demonstrates that now you can 'cheers' with a great-tasting zero-alcohol beer. The advert is engaging as it has multiple settings and lots of different costumes, there are many actors in the advert which helps with making it entertaining.
However, it plays into the stigma of not drinking alcohol by suggesting you can not "cheers" when drinking other beverages if they are non-alcoholic. It demonstrates to its audience that you can only "cheers" now because they have made a non-alcoholic beverage that tastes exactly like their alcoholic version. Most of the actors in the advert are over the age of 30.

Heineken 2022, Heineken 0.0 - Cheers with No Alcohol. Now You Can., video, YouTube, 4 January, viewed 21 March 2023, <https://www.youtube.com/watch?v=ftB76c1Dk9M>.

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Heineken 0.0 – Cheers with No Alcohol. Now You Can.

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The mind map can be accessed through:

https://miro.com/app/board/uXjVMa-LibE=/?share_link_id=960963591282

Reflection: The mind map assisted in understanding common themes that were coming up in my thought process surrounding zero-alcohol beer. Some common themes in the brainstorming process were the tradition of drinking alcohol in social settings, the health risks of drinking alcohol, and live music. I understand that my interest with live music shaped some of my responses from my experience at pubs and drinking venues. I hadn't considered karaoke in regard to my promotional video, and as it is a blend of live music and a drinking venue before it helped inform me of some more creative ideas for the promotional video. I believe it could be fun to explore karaoke as a concept further.

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Attention: I intend to grab my audience's attention in a familiar drinking venue; a karaoke bar. The advert begins with a group of drunk people screaming into the karaoke microphone whilst spilling beer and being a nuisance in the venue. The sound is abrasive with the out-of-key and off-tempo singing of a popular song. The colour palette will also engage the audience as it is vibrant and familiar to retro karaoke bars.
Interest: The audience is interested in the video as it promotes a beverage that they are interested in due to growing demand. It is also a more fun version of alcohol-free beer advertising that they may be used to.
Desire: I will deliver emotion to the audience of fun, carefree and social through the advert with friends having a good time hanging out together. The vibrancy of the colours will also assist in demonstrating a fun time.
Action: I intend for the audience to approach alcohol-free beer as an alternative to drinking alcohol in social settings, I want to demonstrate it is easy to have a good time without relying on alcohol.

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1. Electric Blue: This bold and vibrant shade of blue can be used for the main title or logo of the brand. It can also be used as a background colour for the vivid lighting of a karaoke bar.

2. Retro Red: This vintage shade of red can be used to add a touch of nostalgia to the video. It can be used as an accent colour or as a background for certain scenes e.g. chairs, and red velvet VIP rope.

3. Naples Yellow: This colour represents energy, positivity, and enthusiasm. It can be used for text overlays or used in lighting to contrast the electric blue.

4. Bubblegum Pink: This playful and fun colour can be used to add a feminine touch to the video and to help create a retro vibe.

5. Grape: This deep shade of purple can be used to add a sense of mystery or intrigue to the video.

Overall, the colour palette should be bold, vibrant, and playful, reflecting the energy and fun of a karaoke bar.

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The advertisement starts with a group of young people having a fun time in a dimly lit karaoke bar, singing a popular ballad out of key and off-tempo. The audience is all having fun and is interested in the performance. The song finishes and the young people get off the karaoke stage. A young adult appears from the haze sipping an unrecognisable can of zero-alcohol beer. The next track cues and the audience are fascinated by the next act, they get on stage, pick up the microphone and start belting out a song in perfect pitch. They reveal their secret, “Buzz” a hoppy zero-alcohol beer. The advertisement focuses on the fun and enjoyable atmosphere of a karaoke bar and sends a clear message that it is possible to have a great time without the need for alcohol.

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Screenshot of Ricky Albeck - It's Normal (Official Music Video)

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Screenshot of Ricky Albeck - It's Normal (Official Music Video)

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This music video has a fun chaotic energy with the climax of the song in La Sing, an Adelaide Karaoke bar. I am drawn to the colours in this image and the familiarity of the space as a popular karaoke bar location.

Ricky Albeck Music 2022, Ricky Albeck - It's Normal (Official Music Video), YouTube, 3 August, viewed 29 March 2023, <https://www.youtube.com/watch?v=y87yc5db2jY>.

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The tone for my concept is light-hearted, entertaining, and positive. The focus is on the fun and enjoyable atmosphere of the karaoke bar, and the message is clear that you can have a great time without the need for alcohol. The tone is upbeat, conveying a sense of excitement and enthusiasm for the product and its unique benefits. There is a sense of intrigue and curiosity as the zero-alcohol beer is introduced in a subtle and natural way, creating a sense of anticipation for the reveal later in the video. Overall, the tone is engaging and entertaining, capturing the audience's attention and promoting the zero-alcohol beer in a positive light.

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Olivita font - available for personal and commercial use through Adobe Fonts

This font is playful, easily readable and nostalgic which suits the tone of my video and product whilst also being appealing to my target audience.
The font is heavy-weighted, rounded and slab serif.
I believe this font will perfectly align with my brand for an alcohol-free beer that plays on nostalgia and fun.