Suntory Global Spirits -196 enters the US market

Suntory Global Spirits, a world leader in premium spirits, announced the US launch of its Japanese inspired vodka seltzer brand, -196 (minus one-nine-six), with a dedicated naFonal campaign, Unusual Your Usual.

-196 is inspired by Suntory’s legendary Japanese Strong Zero brand, which has become the leading canned Ready-To-Drink (RTD) beverage globally for the company. The -196 brand is named for Suntory’s proprietary Freeze, Crush, Infusion (FCI) process, where the whole fruit is frozen in liquid nitrogen at -196 degrees Celsius to capture the whole, real fruit flavour. This process delivers a distinctly refreshing and flavourful taste within the Ready-To-Drink category.

The new campaign, Unusual Your Usual, taps into the unique humour and aesthetic of Japan, and brings to life the spirit of Japanese culture and advertising with a fun, vibrant style. Filmed on a sound stage in Tokyo, the highly visual ad recreates a mock -196 factory to showcase the exciting, fruit-forward energy of Suntory’s FCI process.

Suntory – Unusual Your Usual

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Agency Johannes Leonardo/New York

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“With the expansion of -196 to the U.S. market, we are embarking on an exciting journey for this globally beloved brand that already enjoys a cult following,” said Carol Robert, Managing Director of U.S. ReadyTo-Drinks at Suntory Global Spirits. The “Unusual Your Usual” campaign captures the authentic Japanese spirit that is core to our process, thinking and culture for the -196 brand that we know will resonate with U.S. audiences.”

Suntory has set a goal of becoming the #1 Ready-To-Drink company in the world. Along with the global expansion of -196, the company will continue to develop and deliver innovative products in the growing RTD category. The campaign, created by award-winning creative agency Johannes Leonardo, will launch across YouTube and social media (Instagram and Facebook).

"We set out to create a campaign unlike our audience has experienced by remaining authentic to the brand’s roots. Our collective aim was to make Japanese ads, not merely recreate them. That meant doing everything the Japanese way, with an acclaimed Japanese director and full Japanese crew. It’s a campaign rooted in an appreciation for Japanese culture layered in with American-style jokes and easter eggs,” said Andrew Tobin, Creative Director of Johannes Leonardo.