Suntory’s new -196 campaign by Droga5 and Finch turns the drink’s long-mysterious name into a fast-paced adventure, ending with the reveal of its “Whole-Freeze-Crush” process that freezes lemons at -196°C. With surreal films, bold humour and extreme Japanese spirit, the brand elevates its identity while clarifying the science behind its signature RTD.
Suntory’s -196 has long been one of those drinks that Australians embraced before they fully understood. Its bold citrus punch, its fusion of shochu and vodka, and its unapologetically intense personality helped it surge across store shelves and summer gatherings. But the question lingering on the cans—why is this wildly popular Japanese RTD named “-196”?—had become its own quiet mystery. Now, a new campaign from Droga5 and Finch transforms that curiosity into a breakneck cinematic adventure, steering the brand into a fresh chapter while unpacking the science, spirit and spectacle behind its name with the drama of a mini-blockbuster.
The campaign unfolds in two surreal films that feel more like scenes from an eccentric action-comedy than traditional beverage advertising. This fits perfectly within the brand’s existing “Extreme Japanese Spirit” platform, which has always leaned into the unexpected. But this time, the creative teams push that energy further. Instead of simply presenting the drink’s ingredients or lifestyle associations, they build an entire world—a world where the answer to a seemingly simple question triggers a hyper-stylised chain reaction of chaos, humour and revelation. The films work like a fever dream set in motion by curiosity: Why -196? What does it mean? And how can such a precise, scientific-sounding number belong to a drink best known for being fun, punchy and effortlessly drinkable?
Droga5 Sydney’s approach starts with that confusion. The team realised that the question about the name was not a problem but an asset—a spark. Even the most devoted -196 drinkers seemed unaware of its origins, and that gap created a narrative opportunity. By turning the mystery into the centrepiece of the creative strategy, the storytellers could invite audiences not just to consume the product, but to join in the discovery. When a brand can transform a lack of clarity into intrigue, and then into cultural conversation, the storytelling becomes more than marketing—it becomes a participatory experience.
The campaign’s pace is relentless. Every second of the films is layered with exaggerated characters, unusual environments, and visual transitions that feel almost animated in their boldness. There is a whimsical, slightly unhinged energy to the whole production, as though the story couldn’t possibly unfold in the real world but is grounded enough to feel familiar. Droga5 and Finch leverage that blurred line between imagination and physicality to elevate the drink’s signature personality: playful, intense and unmistakably Japanese in its sensibility. What the films do especially well is highlight how distinct -196 is within the RTD landscape—not just in flavour profile, but in attitude.
That attitude finds its anchor in the brand’s now-iconic scientist, a recurring character long associated with -196’s offbeat identity. In the new instalments, his presence acts as both a guide and a reassuring end point in the narrative chaos. No matter how wild the journey gets, audiences know that the punchline—the explanation—is coming from him. When he finally appears to offer the answer, it’s delivered with the tone of a professor who has been waiting for his students to ask the right question. The mystery evaporates: the name -196 comes from Suntory’s innovative “Whole-Freeze-Crush” technology, a process where lemons are frozen at an extreme -196°C, then crushed whole and blended into vodka and shochu. It is literal science, but it’s also brand theatre—exactly the kind of detail that elevates a product from enjoyable to fascinating.
The explanation also grounds the films’ frenetic pace. After being pulled through surreal set-pieces, viewers find themselves back in the realm of precision and craft. It works not only as a resolution but as a reminder of Suntory’s heritage: technical mastery, obsessive innovation, and a willingness to push boundaries. The drink may be lighthearted in its consumption, but its creation is anything but. And by revealing the science with a cinematic wink, the brand communicates both seriousness and playfulness—an appealing balance in an industry where too much sobriety or too much silliness can alienate consumers.
Barbara Humphries, Chief Creative Officer of Droga5 ANZ, describes the process as a joyful continuation of the brand’s uniquely chaotic universe. In her words, a “simple product truth” allowed the team to build “moments as intense as the drink itself.” That simplicity is important: the films may be spectacular, but their foundation is a clear, rational fact. Anchoring the creative in truth ensures that the campaign doesn’t float away into pure abstraction. At a time when many brands chase content for content’s sake, often sacrificing clarity, this campaign shows how truth can be the most effective springboard for imagination.
Droga5 Tokyo and Finch were instrumental in shaping the films’ tactile absurdity. Their collaboration underscores a broader trend in global advertising: regional teams bringing cultural specificity that enhances a campaign’s universality. Here, Japanese sensibility is not decorative—it is integral. The exaggerated commitment to process, the blend of calm logic and unexpected weirdness, the respect for craft—these are not generic narrative tools but hallmarks of Japanese storytelling. In the hands of the filmmakers, these qualities transform what could have been a functional explainer into an elevated brand experience.
The campaign also arrives at a moment when RTD brands are fighting harder than ever for distinctiveness. The category has exploded in choice, and consumers often make decisions based on novelty, flavour experimentation, and moments of relevance. Suntory’s -196 has always had a competitive advantage: its whole-lemon freeze-crush method gives it a distinctive punchy profile. But flavour alone is not enough in a saturated market. What truly solidifies a brand’s cultural position is narrative. With these new films, -196 steps into that space with renewed confidence. It asserts not only what the product tastes like, but what the product feels like: an experience of intensity, fun, scientific precision and a sense of being in on the joke.
There’s also a deeper thematic layer to the films—one that touches on curiosity itself. Many of today’s most resonant brand campaigns tap into human behaviours that transcend products. Curiosity is one of them: a universal instinct, a spark of engagement. By building an entire storyline around the question “Why -196?”, Suntory and Droga5 turn curiosity into connection. They reward the viewer for asking, then satisfy the question with both entertainment and information. It’s a smart narrative structure that mirrors the way contemporary audiences engage with brands: seeking not just consumption, but context.
As the campaign begins rolling out across Australia, it is poised to leave a distinct mark. The films, with their playful mayhem and cinematic flair, will likely stand out amid more conventional summer campaign fare. But beyond visibility, the project deepens -196’s identity. It strengthens the “Extreme Japanese Spirit” platform without repeating what has been done before. It enriches the brand’s mythos. And most importantly, it educates without ever feeling like a lecture.
In an era where audiences are increasingly fluent in visual storytelling and increasingly selective about the advertising they choose to engage with, this campaign demonstrates that brands can still surprise, delight and inform in equal measure. By embracing both the science and the spectacle behind its name, -196 has turned what was once a simple number on a can into a narrative engine—one that promises to keep the brand’s world expanding far beyond the freezer aisle.
