For its global campaign for Kontrapunkt, Japanese RTD cocktail brand Suntory -196 is repositioned through a sharper cultural lens. Rather than focusing on the technicalities of its freeze-crush-infuse process whole fruit frozen to -196°C before being powdered and infused into spirits, the identity reframes the product around attitude, energy, and self-expression. Built around the line “Minus Is More”, the campaign connects the brand’s unconventional production method with Gen Z’s appetite for authenticity and bold individuality.

Kontrapunkt translates this positioning into a highly expressive visual and verbal world, spanning motion, social content, and immersive activations. Graphic interventions, kinetic typography, along with saturated imagery, amplify the drink’s vibrant Japanese character while avoiding familiar category tropes. The result is a campaign that feels less like a functional product launch and more like a cultural invitation — one designed to move Suntory -196 beyond convenience-store familiarity and into a globally recognisable lifestyle space.