- Suntory Global Spirits recently kicked off the U.S. launch of its Japanese-inspired vodka seltzer brand, -196, with a digital campaign, in response to information shared with Marketing Dive.
- “Unusual Your Usual” taps into Japanese culture with a fun and vintage aesthetic. Developed with agency Johannes Leonardo, the campaign will launch on YouTube, Instagram and Facebook.
- The spirits company hopes to duplicate the worldwide success of ready-to-drink (RTD) beverages like Strong Zero and -196. A novel distillation process that purports to capture the flavour of fresh fruit is spotlighted within the U.S. campaign.
Suntory is embracing the absurd to spread Japanese culture and the business success of its vodka seltzer products. “Unusual Your Usual” hopes to chop through the noise of the competitive RTD market and reach American consumers by highlighting the flavour of the product.
The product launching within the U.S. is named -196 and is known as for a step within the manufacturing process during which whole fruit is frozen in liquid nitrogen at -196 degrees Celsius. In the videos filmed on a sound stage in Tokyo, energetic factory staff dance to clarify the method.
The beverage is out there in lemon, grapefruit and peach flavors. It can be available in 21 states at select retailers and Reservebar, with a national rollout planned for 2025.
The RTD market has seen significant growth in recent times, with the market expected to hit $28.6 billion by 2033, amounting to an annual compound growth rate of seven.9%. RTD cocktails have proven especially popular amongst younger consumers, who’re on the lookout for options beyond beer. Globally, -196 is the second largest RTD brand, behind White Claw. Rounding out the highest 5 are High Noon in third place, followed by Suntory’s Lemon Sour and Jack Daniel’s & Cola.
Suntory’s push into the U.S. market comes after it put up a robust Q2, with a revenue of 817.4 billion yen (an estimated $5 billion as of June 30) for the primary half of the 12 months. This is a rise of 9.1% year-over-year.
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