-196 Markteinführung
Winner
Excellence in Brand Strategy and Creation
Brand Innovation of the Year
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 launch of "-196" impressively demonstrates how a Japanese product innovation can be authentically and charismatically positioned in the German market. Through the unique Freeze-Crush Infusion technology, the natural fruit flavor takes center stage, while a strategically crafted social media campaign effectively appeals to the target audience's urban lifestyle. The combination of aesthetic events, impactful influencer collaborations, and a clear brand message creates a captivating bridge between Japanese tradition and modern life. This project sets a benchmark for distinctive and culturally significant brand work.
