Suntory’s -196 Mystery Gets Solved in Droga5’s Surreal New Films
The campaign clears up years of confusion about what -196 means, with Droga5 Sydney turning the gap into a fresh storytelling opportunity.
Droga5 Sydney has launched two surreal campaign films for Suntory's -196 drink in Australia, transforming years of consumer confusion about the product's cryptic name into a narrative device.
The campaign, created in collaboration with Droga5 Tokyo and directed by Arthur Studholme from Finch, went live in early December 2025 across broadcast video on demand, streaming platforms, social media, outdoor advertising, and in-store activations.
The films follow Japanese actor Akira Sato on a high-energy journey through Tokyo's subway system and konbini stores, ultimately revealing that -196 refers to the temperature (negative 196 degrees Celsius) at which Suntory freezes whole lemons before crushing and infusing them with vodka and shochu.
This "Whole-Freeze-Crush" technology has been central to the drink's production but remained largely unknown to Australian consumers for more than three years.
Addressing a Three-Year Mystery
The campaign directly tackles persistent consumer confusion about what -196 means, a gap that has existed since the drink became one of Australia's top-selling ready-to-drink products. Rather than treating this as a branding problem, Droga5 Sydney reframed it as a storytelling opportunity.
"It's been a lot of fun creating the next instalment of -196 madness, moments as intense as the drink itself," said Barbara Humphries, Chief Creative Officer of Droga5 ANZ.
The campaign revives Suntory's "Extreme Japanese Spirit" platform, blending eccentric visuals (including giant lemons and a scientist character) with product education. The creative team framed the work as "the next instalment of -196 madness," leaning into absurdity to match the drink's intense flavor profile while maintaining cultural authenticity through Tokyo-centric imagery.
Leighton Cosseboom
Cross-Office Collaboration for Cultural Credibility
The collaboration between Droga5's Sydney and Tokyo offices, both part of Accenture Song, ensured cultural authenticity in depicting Japanese locations and aesthetics. Droga5 established its Tokyo office in 2023 as part of Accenture Song's Asia-Pacific expansion strategy, positioning the network to handle regional clients requiring cultural nuance.
Production involved Sonar Music for audio post-production and composer Jono Ma for original music, emphasizing sensory immersion. PHD handled media strategy, ensuring alignment with Australia's alcohol advertising regulations. The creative team included Matt Michael (CEO of Droga5 ANZ) and creative directors Max Rapley and Danny Pattison.
Leighton Cosseboom
Summer Launch in Competitive Market
The early December timing capitalizes on Australia's summer season, when ready-to-drink consumption typically peaks. Australia's RTD market remains highly competitive, requiring distinct cultural hooks for differentiation. By using Tokyo's subway culture and konbini aesthetics, the campaign provides a clear Japanese origin story that distinguishes -196 from competitors.
The approach mirrors Droga5 Sydney's previous work addressing perception gaps through narrative world-building, including Tourism Australia's 2023 "Come and Say G'day" campaign. In both cases, the agency transformed communication challenges into creative assets rather than obstacles to overcome.
The campaign spans five media channels: broadcast and streaming video, online platforms, outdoor advertising, social media, and in-store activations, ensuring broad reach among Australia's RTD drinkers while maintaining consistent messaging about the freezing technology.
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