Top Japanese brewing group Suntory has announced its entry into the U.S. market through a smashing new ad with a delightful Japanese twist.
Led by award-winning creative agency Johannes Leonardo, a catchy song and dance number advertises the brand's canned vodka seltzer -196, which contains a whopping 6% ABV.
Better known by its full name in Japan, -196℃ Strong Zero, the cocktail's moniker is a reference to its manufacturing process, where whole fresh fruits are immersed in liquid nitrogen at -196 degrees Celsius.
The flash-frozen fruits are then crushed into a fine powder that's infused into Shochu, a Japanese distilled liquor comparable to vodka. Finally, the spirit is mixed with seltzer.
Introduced in 2005, the innovative technique preserves the flavors of the fruit (rind and all) while minimizing the sugar content.
According to Carol Robert, managing director of U.S. ready-to-drink beverages at Suntory Global Spirits, the ad details the cocktail's creation process and explains its bold flavor while retaining a quirky Japanese charm.
In a statement, Robert also highlighted the increasing interest of Americans in modern Japanese culture, which played a part in forming the ad's brand voice.
The new -196 is now available in lemon, peach, and grapefruit flavors across 25 U.S. states after an initial rollout that began in early 2024. Suntory reportedly plans to roll out in full next year.
The -196 Factory
The "-196 Work Song" begins in a charming little factory painted lemon yellow.
In it, factory workers dressed in white and yellow smash lemons on conveyor belts with giant yellow mallets. Singing a catchy Japanese song, they show the process of freezing, crushing, and drying the lemons, all while performing memorable dance steps and formations.
A narrator proclaims the drink's "ULTIMATE TASTE," and the factory workers cheer in unison. The spot ends with a funny scientist in a lab coat smashing through the screen, triumphantly holding a can of -196.
The campaign also includes a set of 15-second shorts, where the scientist gives lengthy explanations to a crowd of visitors in Japanese, only for his translator to say something else.
Established in 1899, Suntory is one of the oldest and most famous distilleries in Japan. After acquiring Beam, Inc. in 2014, it became the third-largest distillery in the world.
Headquartered in Osaka, the company is best known for producing quality Japanese whiskey and beer. In addition to a wide range of liquors, its expanded roster includes everything from soft drinks to coffees and teas.
The PREMIUM MALT’S HOUSE is back! #ThePremiumMaltsHouse, where you can experience top-quality Premium Malt’s, will open around the world for a limited time starting Thursday, July 11. Find out more: https://t.co/GyIeGuQRza#Suntory#QualityFoamisQualityBeer#Kamiawa#Monozukuripic.twitter.com/GPzNdPfagR
— Suntory (@SuntoryGlobal) July 2, 2024
Earlier in April, the subsidiary rebranded from Beam Suntory to Suntory Global Spirits.
The spirits giant is currently headquartered in New York City and has a net worth of $5.5 billion dollars, with 6,000 employees worldwide.
Earlier this month, Playboy-owned Play Hard Seltzers also launched its own humorous campaign.
