Method in the Minus

Alcoholic Ready To Drink (ARTD) brand –196 (pronounced minus one-nine-six) is launching its new distinctive and unexpected campaign from Droga5 London in Great Britain. The campaign leans into the brand’s Japanese roots as a scientist enters a battle of wits with a giant lemon man.

Since its launch by Suntory Holdings in Japan in 2005, -196 has been a well-established canned ARTD brand in the country and was launched in Great Britain earlier this year by soft drinks producer Suntory Beverage & Food GB&I. The brand takes its name from Suntory’s proprietary “freeze crush infusion technology” where the drink is made by freezing the whole fruit using liquid nitrogen at –196°C. The frozen zest, pulp and juice are then crushed into powder and infused with vodka, resulting in a refreshing drink.

The -196 “Method in the Minus” campaign takes inspiration from the drink’s complex formulation and the Japanese art of cutting edge, if quirky, solutions to any problem - from bullet trains and robot concierge to usb-powered heated slippers and using liquid nitrogen to freeze lemons at minus 196 degrees.

The integrated campaign features a film showing a Japanese scientist breaking down the process of creating –196 in its full complexity. Then a giant lemon man and some partygoers sum up the process of making –196 with a banging tune - much to the frustration of the scientist.

The campaign also features striking Japanese-inspired OOH ads with lines including “Lemon Freeze It! Crush It! Squeeze It! Mix It! Minus 196 It!” and social films with singalong karaoke lyrics.

Earlier in the summer -196 also took over South London with a Konbini Store pop-up for festivalgoers at Brockwell Live and a bus wrap for the 196 Bus route running directly past Brockwell Park in Brixton.

Martin Beswick, Group Creative Director at Droga5, said: “It can be hard to wrap your head around the quirkiness of some parts of Japanese culture, but there’s so much logic and method behind their thinking, and it’s the same with this launch campaign. It may appear to be totally bonkers - but it’s far from it (taps side of head with index finger.gif).”

Pauline Varga, Chief Category Expansion Officer, Suntory Beverage & Food International, said: “Droga5 impressed with their surreal celebration of everything that is great about Japan - incredible science matched with a playfully zany execution - and all for the love of a refreshing alcoholic beverage.”

Aoife McGuigan, Head of Marketing Category Expansion, Suntory Beverage & Food GB&I, said: “What better way to launch a new Japanese brand with a unique fruit freezing technology than with a quirky Japanese scientist and a giant Lemon Man?! The ‘Method in the Minus’ campaign captures the highly unexpected yet highly logical spirit of Japan as we continue to drive awareness of -196 amongst consumers.”

“There’s Method in the Minus” is the first work by Droga5 for the brand since winning the business at the end of 2023. The campaign runs across the UK throughout the autumn.