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Launching -196 in the UK
I launched the Japanese drink, -196, in the UK.
The work highlights the drink's unique -196 degrees freeze crushed fruit method, and taps into Japanese Konbini culture.
We started with a social campaign
And then we got liquid to lips by bringing the place the Japanese buy their -196, a Konbini, to Shoreditch and rest of the UK. We invited guests in for an experiential quest. Upon entering, they solved a riddle about the cost of items in our grocery store, which equalled £1.96. The answer opened a secret entrance behind the fridge door and they were transported through a lemon freeze crush experience and into our hidden Izakaya (Japanese speakeasy).
Like the method of our drinks, it doesn't make sense, until it does!
We worked with influencers before, during & after to reach over 2million people on social media
Even taking over the 196 bus, which just happened to pass by one of our Konbini sites
We plastered retailers with print
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