Suntory juices up US canned cocktail launch with Japanese-style ad

Dive Brief:

Suntory Global Spirits recently kicked off the U.S. launch of its Japanese-inspired vodka seltzer brand, -196, with a digital campaign, according 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 replicate the global success of ready-to-drink (RTD) beverages like Strong Zero and -196. A unique distillation process that purports to capture the flavor of fresh fruit is spotlighted in the U.S. campaign.

Dive Insight:

Suntory is embracing the absurd to spread Japanese culture and the commercial success of its vodka seltzer products. “Unusual Your Usual” hopes to cut through the noise of the competitive RTD market and reach American consumers by highlighting the flavor of the product.

The product launching in the U.S. is called -196 and is named for a step in the manufacturing process in which whole fruit is frozen in liquid nitrogen at -196 degrees Celsius. In the videos filmed on a sound stage in Tokyo, energetic factory workers dance to explain the process.

The beverage is available in lemon, grapefruit and peach flavors. It will 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 years, with the market expected to hit $28.6 billion by 2033, amounting to an annual compound growth rate of 7.9%. RTD cocktails have proven especially popular among younger consumers, who are looking for options beyond beer. Globally, -196 is the second largest RTD brand, behind White Claw. Rounding out the top 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 strong Q2, with a revenue of 817.4 billion yen (an estimated $5 billion as of June 30) for the first half of the year. This is an increase of 9.1% year-over-year.