When you’re trying to attract a young audience it’s best to be mad. Droga5 London has nailed that brief with its campaign for alcoholic ready to drink (ARTD) brand, –196. The campaign, Method in the Minus, leans into the brand’s Japanese roots as a scientist enters a battle of wits with a giant lemon man.

The campaign takes inspiration from the drink’s wild formulation and the Japanese art of cutting edge, if quirky, solutions to any problem – from bullet trains and robot concierge to usb-powered heated slippers and using liquid nitrogen to freeze lemons at minus 196 degrees.

The drink is created by freezing the whole fruit using liquid nitrogen at –196°C. The frozen zest, pulp and juice are then crushed into powder and infused with vodka. You now know where its name comes from.

The campaign also features striking Japanese-inspired OOH ads with lines including, “Lemon Freeze It! Crush It! Squeeze It! Mix It! Minus 196 It!” and social films with singalong karaoke lyrics.

Martin Beswick, group creative director at Droga5, stated, “It can be hard to wrap your head around the quirkiness of some parts of Japanese culture, but there’s so much logic and method behind their thinking, and it’s the same with this launch campaign. It may appear to be totally bonkers – but it’s far from it (taps side of head with index finger.gif).”

Pauline Varga, chief category expansion officer, Suntory Beverage & Food International, added, “Droga5 impressed with their surreal celebration of everything that is great about Japan – incredible science matched with a playfully zany execution – and all for the love of a refreshing alcoholic beverage.”

Aoife McGuigan, head of marketing category expansion, Suntory Beverage & Food GB&I, commented, “What better way to launch a new Japanese brand with a unique fruit freezing technology than with a quirky Japanese scientist and a giant Lemon Man?! The Method in the Minus campaign captures the highly unexpected yet highly logical spirit of Japan as we continue to drive awareness of -196 amongst consumers.”

There’s Method in the Minus is the first work by Droga5 for the brand since winning the business at the end of 2023. The campaign runs across the UK throughout autumn.