-196 Markteinführung
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Social Media
Credits
Company / Customer
Details
We are on a mission to launch a new cool brand in Germany. -196 (“minus one nine six”) is an alcoholic mixed drink made from Shochu (a traditional Japanese distillate), vodka, and natural lemon. The product name is a tribute to the patented Japanese technology behind the brand: whole fruits are frozen at -196 degrees, powdered to capture the full fruit flavor, and mixed with vodka and Shochu as an aroma. This gives it it’s refreshing, fruity taste without the artificial sugar flavor.
The Jury‘s Statement
The project "-196 Market Launch" masterfully stages the introduction of a character-rich product to the German market. The blend of Shochu, vodka, and lemon, alongside the Freeze-Crush-Infusion technology, embodies urban Japanese aesthetics and creates an emotional connection with the target audience. Particularly impressive is the strategic communication: influencer collaborations, high-reach events, and continuous social media content harmoniously interlock to build an authentic brand world. This results in a meaningful presence that captures attention and enthusiasm over the long term.
