-196 Japanese Convenience Store
Position Suntory -196 as the go-to drink for high-energy social occasions. The RTD market is crowded, and the brand needed awareness and a point of difference. The brief: bring its Extreme Japanese Spirit and frozen fruit process to life through a cultural experience, not a logo on a wall.
noisy transformed Carousel, Darlinghurst into a Japanese konbini for one night only: free entry, headlined by Club Angel with Tasman, Bella Bella and Deens in support. Walk in and the club was gone. In its place: stocked shelves, fluorescent aisles, floor-to-ceiling neon and seven real fridges packed with -196 and 180kg of fresh fruit, a nod to the brand's Freeze Crush Infusion process. Once doors closed, the fruit went to OzHarvest.
Branded frozen fruit fridges, convenience store shelving stocked with product, a Gashapon claw machine and a bespoke photobooth brought -196's Extreme Japanese Spirit to life, and gave people reasons to pick up the product, play, and post.
A targeted campaign across LINES, Mixmag ANZ and Whatslively built the hype and took every registration through noisy's own platforms, with media agency PHD alongside. Real-time coverage, influencers and post-event content carried the night well beyond the room.
- 5,000 people went for 750 free tickets: sold out in 5 minutes, with 2,500 sign-ups through noisy's own platforms
- Over 500 people queuing before doors opened
- A packed dance floor from opening, with the venue at capacity all night
- An electric konbini atmosphere driven by Club Angel and local DJs: a standout Sydney nightlife experience
- Exceptional event content and organic social sharing, with hundreds of clips tagging -196 the morning after
- -196 placed at the heart of Sydney's nightlife, with real brand excitement and engagement to show for it
Club Angel, from inside the shop.
Eight clips from the night, back to back. Tap for sound.
What was the -196 Japanese Convenience Store?
A one-night pop-up for Suntory -196 that turned Carousel on Oxford Street into a Tokyo konbini: stocked shelves, fluorescent aisles, neon, a claw machine, a photobooth and seven real fridges of -196 and fresh fruit, with Club Angel headlining from inside the shop. Free entry, 750 capacity, ticketed through the LINES app.
How did people find out about it?
Through noisy's own platforms. LINES, Mixmag ANZ and Whatslively ran the campaign that built the hype and took every registration, then covered the night in real time with influencers and creators on top. PHD partnered on the media.
Who played?
Club Angel headlined, fresh off a sold-out 'Til Death national tour and a year that took him from EDC Las Vegas to Extrema Outdoor. Tasman, Bella Bella and Deens supported.
“Bringing the authentic Japanese spirit of -196 to life with noisy showed us firsthand the power of cultural relevance and genuine experiences. The campaign demonstrated that when media, culture, innovation, and experience work together, brands can move beyond awareness and create genuine participation and connection.”
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