Legendary in Japan. Now crafted in the U.S.

Minus 196 is one of Japan’s most popular vodka seltzer RTDs, known for its high ABV and proprietary formulation process that uses whole, real fruit to capture superior taste.

During its first year of the US launch, my team was tasked with developing a creative summer campaign. We created assets to promote a Trip To Japan giveaway, including secondary and tertiary merch prizes created in partnership with Japanese artist Seiji, as well as a mobile game that highlighted the unique formulation process.

Agency: Mars United Commerce/Twin Oaks

Copy: Simedar Jackson