Kontrapunkt Transforms Technical Story into Lifestyle-Driven Campaign for Suntory’s -196

-196 is a ready-to-drink cocktail with legendary status in Japan, built on a unique production method called Freeze Crush Infuse. Whole fruit frozen to -196°C, crushed to powder, then infused into spirits. That’s why it’s called “Minus One Nine Six.” As the brand grows from big-in-Japan to a globally recognised ready-to-drink option, they needed a way of communicating their bespoke technology to new audiences. But not in a didactic way, but one that talks with their audience. Because Gen Z doesn