Suntory -196: Launched one of the fastest-growing Gen Z brands in Europe

Suntory needed to introduce -196, Japan’s number-one vodka lemon pre-mix, to Germany’s crowded market targeting Gen Z while competing against bigger-budget brands at a 20–30% price premium.

“Tokyo Meets Berlin Street Culture” — merged Tokyo’s vibrant energy with Berlin’s urban edge to create an unique identity resonating with Gen Z.

• Created the launch at Berlin’s iconic Prince Charles club featuring Germany’s number one, pop-rap artist, alongside Japan-inspired experiences like arcade games, ramen stands, and a Harajuku-style photo booth
• Built the -196 Instagram channel from scratch, featuring animated visuals, creator content, and high-quality photography and grew an engaged community
• Collaborated with influencers to authentically connect with Gen Z and build sustained buzz across social media
• Full production of all assets and events
• Our work lifted the brand to place Nr. 3 in RTDs with a 200% sales lift