The Ambar brand has Triple Zero, which it claims is the only alcohol-free and sugar-free beer on the Spanish market, and in a new effort to promote it, it is launching an advertising campaign, together with the agency Ideas Agitadas, with which it seeks to dismantle the myth of the “beer belly.”
The expression has been in popular language for decades and is usually used to refer to the increase in belly volume derived from the excessive accumulation of fat in the abdomen, commonly associated with habitual alcohol consumption. Something that, according to the brand, referring to scientific analysis, responds to multiple factors and cannot be attributed exclusively to beer consumption.
In this sense, “Beer Bellies” invites society to reflect on one of the most widespread myths surrounding the drink, while highlighting the virtues of Triple Zero and its proposal of 0.0 alcohol and 0 sugar. To do this, he uses classic sculptures as a visual metaphor for how certain ideas can remain unrevised over time.
“The campaign plays precisely with that very present expression. “We wanted to put it on the table and question it from creativity.”says Carla Roses, Marketing Manager of the brand, in a statement. “Using visual codes typical of classical art, we invite you to reflect on how certain stereotypes are constructed and why some myths remain valid even when reality is more complex.”.
However, the campaign also posits the variety as an alternative to traditional beer and a suitable option for consumers most concerned about physical well-being. The brand assures that optimal health depends on a balanced diet and correct lifestyle habits that reduce sedentary lifestyle and excessive time in front of screens.
At a strategic level, the launch of Triple Zero is a move by Ambar to respond to consumer demand for alcohol-free options that complement different lifestyles. “More and more people are looking for alternatives that allow them to enjoy beer at different times of the day, aligned with balanced habits.“, points out Carla Roses. “Today we see a clear trend towards lighter options and more conscious consumption, and we believe that this category will continue to grow in the coming years”.
The Triple Zero variety, which was launched on the market in 2022, is part of the company’s innovation ambition. The range, which has expanded over the years with lager, toasted, radler and gluten-free varieties, consolidates Ambar in the non-alcoholic beer segment. The brand was a pioneer in Spain with the launch of the first alcohol-free beer 50 years ago, and later, in 2011, with the first alcohol-free and gluten-free beer in the world.
As confirmed by the brand reason.WhyThe “Beer Bellies” campaign is active this month in print media, outdoor advertising, digital platforms, and connected television with a spot that will be available later.
