Infusing parties all around the world with more Japanese spirit

-196 is a ready-to-drink cocktail with a legendary status on the shelves of every convenience store in Japan. The product benefit is unique: whole fruit frozen to -196°C, crushed to powder, then infused into spirits. This Freeze Crush Infuse technology delivers refreshment like no other. But Gen Z doesn’t buy process. They buy what it means for them. So we connected product truth to personal truth with Minus Is More. More flavour. More bold. More you. The global positioning campaign taps into Gen Z’s hunger for authenticity in a world that asks them to tone it down by bringing -196’s bold Japanese character to life. The campaign spans communication, thumb-stopping social content and immersive activations, ultimately shifting the brand universe from functional messaging to cultural invitation.