Suntory clarifies origins of -196 drink in surreal campaign via Droga5

Australia – Droga5 Sydney, part of Accenture Song, has released a new campaign for Suntory’s RTD brand -196, aiming to clarify the origin of the product’s name while expanding on its “Extreme Japanese Spirit” platform.

The campaign addresses a long-standing question among Australian consumers about why the drink is called -196. Despite the product’s popularity—known for its blend of shochu, vodka and whole lemons—the meaning behind the name has remained obscure. The new series of ads uses that confusion as the creative starting point.

The films follow a narrative that begins with a search for answers in local pubs and nightclubs before shifting into a surreal sequence through a Tokyo subway and late-night convenience stores. The story culminates in an explanation from the brand’s recurring scientist character, who reveals that the name refers to Suntory’s Whole-Freeze-Crush technology, which freezes lemons at -196°C before crushing and infusing them with alcohol.

Directed by Arthur Studholme of Finch and featuring Japanese actor Akira Sato, the campaign runs across BVOD/SVOD, online video, out-of-home, social, and in-store channels. Droga5 Tokyo partnered closely on the work to maintain an authentic, stylised depiction of contemporary Japan.

Barbara Humphries, chief creative officer of Droga5 ANZ, said, “It’s been a lot of fun creating the next instalment of -196 madness with our friends at Droga5 Tokyo and Finch. It’s always great when a simple product truth can unlock such a bonkers world to play in, allowing us to create moments as intense as the drink itself.”