Case Study

Minus 196

Creating the next cult RTD

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Strong Zero — Suntory's #1 RTD in Japan — was set to enter the Aussie market in 2021 under the new name of -196, and we were tasked to drive awareness and hype amongst an 18-25 audience.

With borders closed and overseas travel a distant memory, we leveraged the cultural clout of ‘brand Japan’ to create awareness, hype, and a deep sense of FOMO to get your hands on a can of -196, quick.

To achieve mass coverage, we ran a multi-channel campaign over three months, with a phased earned media office, supported by influencer activity and a media partnership with Betoota Advocate.

Brand tracking showed awareness among the target audience doubled following the PR campaign, which was the only channel in market at the time.

The campaign achieved a total media reach of 6 million, with coverage including Pedestrian TV, BuzzFeed, Junkee and News.com.au.

Betoota Advocate’s first two articles reached an audience of over 1,187,554, surpassing the entire campaign KPI. Engagement on the announcement social post garnered 450% benchmark engagement rate, proving extremely successful and hitting the target audience bang on.

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Results

6m+

in PR reach

50

media clips, across trade and consumer targets

3m+

in social influencer reach

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