Global beverage giant Suntory has launched a rather surreal new campaign to promote the roll out of its new alcoholic drink brand -196, featuring a giant talking lemon.
Devised in collaboration with creative shop Droga5 London, the work will be centred around a 30-second hero film that mixes the ‘serious science’ behind the drink’s creation and the unbridled fun it hopes to inspire in consumers.
With media planning and buying handled by EssenceMediacom, the campaign follows on from -196’s entry into the UK market earlier this year and will be supported by out-of-home and social media executions.
“Droga5 impressed with their surreal celebration of everything that is great about Japan – incredible science matched with a playfully zany execution – and all for the love of a refreshing alcoholic beverage,” Suntory chief category expansion officer, Pauline Varga said.
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Directed by Fatal Farm and produced by Agile Films, the vibrant spot will be directly quoted throughout the supporting display work, which will read: “Lemon freeze it! Crush it! Squeeze it! Mix it! Minus 196 it!”
Droga5 group creative director, Martin Beswick added: “It can be hard to wrap your head around the quirkiness of some parts of Japanese culture, but there’s so much logic and method behind their thinking, and it’s the same with this launch campaign.
“It may appear to be totally bonkers but it’s far from it (taps side of head with index finger.gif).”
