Product Sampling Suntory -196
After building a global following, Suntory -196 made its much-anticipated arrival in New Zealand with a bold launch campaign designed to get consumers talking. Bringing Suntory’s unique Japanese innovation and whole fruit Freeze Crush Technology to life, the campaign introduced shoppers to a new generation of RTD flavour and refreshment.
A little bit of Japan, a whole lot of flavour. The -196 launch campaign created standout moments in-store, giving adult consumers the chance to discover the bold taste, unique technology, and refreshing experience behind Suntory’s newest RTD arrival.
The Brief
Support the New Zealand launch of Suntory -196 through an engaging product sampling campaign designed to drive awareness, trial, and excitement around the new RTD range.
The objective was to showcase the brand’s unique whole fruit Freeze Crush Technology, highlight its bold flavours and premium Japanese heritage, and encourage consumers to discover -196 at the point of purchase.
The Mechanics
- Brand ambassadors engaged consumers in-store, offering samples of the -196 range alongside launch point-of-sale materials.
- The campaign brought the brand story to life by showcasing the unique Freeze Crush Technology and flavour innovation behind each serve.
The Outcomes
- Generated consumer awareness and trial during the New Zealand launch period.
- Created standout brand experiences that helped differentiate -196 within the competitive RTD category.
- Built consumer engagement through a unique combination of flavour innovation, Japanese heritage, and product discovery.
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