-196 (MINUS 196)

Client: SUNTORY Food and Beverage GB&I

We tapped into our audience’s quest for the unexpected, linking –196’s freeze-crush technology with the wider campaign idea, ‘There’s Method in the Minus.’

The Konbini –196, a quirky Japanese convenience store, invited participants to buy items totalling –196 Yen to access a secret entrance. Inside, they were infused in a freeze-dried lemon mist using Suntory’s proprietary technology, revealing a hidden Izakaya-style bar. Vibrant neon lights, Japanese iconography, live DJs, and the bold, icy explosion of –196’s lemon and grapefruit flavours awaited. Rolled out across several activations from May–December 2024, every detail pulsed with Japanese spirit and the freeze-crush code.