TURNING A PRODUCT ANNOUNCEMENT INTO AN UNAPOLOGETICALLY JAPANESE STATEMENT

To launch new –196 Double Lemon variants at 4.5% and 9% alcohol, Suntory needed to announce a range extension in a way that felt unmistakably on brand. Leaning into the platform of Extreme Japanese Spirit, we brought the news to life through overtly Japanese reference points, drawing from DragonBall Z style anime and fighting-game character selection screens inspired by titles like Tekken. Using the heightened visuals, characters and energy of those worlds, the campaign dramatised the strength and range of the product in an exaggerated, high-impact way, turning a straightforward product update into an unapologetically Japanese statement.