# Japanese-Inspired Seltzer Launches Suntory’s Unusual Your Usual Campaign is Authentically Quirky By Georgia Wray Norsten | Published 2024-09-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/unusual-your-usual-campaign References: [suntoryglobalspirits](https://www.suntoryglobalspirits.com/news/suntory-global-spirits-legendary-ready-drink-196-enters-us-market) & [instagram](https://www.instagram.com/drinkminus196?igshid=OGQ5ZDc2ODk2ZA)  Get ready, America -- [Suntory](https://www.trendhunter.com/trends/suntorys-196-strawberry) has officially launched its wildly popular '-196 Vodka Seltzer' in the U.S. with its 'Unusual your Usual' campaign, bringing a refreshing splash of Japanese humor and quirkiness along with it. Famous for its [freeze-crushed fruit infusion](https://www.trendhunter.com/trends/combo-flavor-variety-pack) and smooth vodka blend, -196 has long been a favorite in Japan. It's set to win over U.S. consumers who appreciate bold flavors and a dash of whimsy in their drinks. The heart of this quirky campaign? Suntory's signature blend of humor and authenticity. Its [Instagram](https://www.trendhunter.com/trends/ntrl-vodka-seltzer-chloe-fineman) is full of playful, offbeat content that highlights the unique production process -- where whole fruits are flash-frozen at -196°C, then crushed and blended into the vodka. It's a method that results in a clean, bold, and delightfully refreshing seltzer with no added sugars or artificial sweeteners. By leaning into its Japanese roots and the unexpected, fun spirit of the brand, Suntory brings a sense of humor to the otherwise crowded seltzer market. Image Credit: Suntory Global Spirits ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 84% | Activity: 76% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Japanese-culture-inspired Beverages:** Japanese-inspired drinks like Suntory's -196 Vodka Seltzer are gaining popularity for their unique infusion techniques and cultural authenticity. - **Humor-driven Marketing Campaigns:** Brands are increasingly using humor and playful content to connect with consumers, as seen in Suntory's 'Unusual Your Usual' campaign. - **Clean-label Seltzers:** Consumers are seeking seltzers with no added sugars or artificial sweeteners, favoring products with transparent ingredient lists like Suntory's -196. ### Where This Applies - **Alcoholic Beverages:** The alcoholic beverage industry is being disrupted by the introduction of culturally-influenced drinks, appealing to diverse consumer tastes. - **Social Media Marketing:** The effectiveness of playful and humorous social media campaigns are transforming how brands engage with their audience. - **Health-conscious Beverages:** The trend toward health-conscious ingredients is reshaping the beverage industry, driving demand for products free from artificial additives. ## Related on Trend Hunter - [Berry-Forward Vodka Seltzers](https://www.trendhunter.com/trends/suntorys-196-strawberry.md) - [Japanese Vodka Seltzers](https://www.trendhunter.com/trends/japanese-vodka-seltzer.md) - [Japanese Heritage Canned Cocktails](https://www.trendhunter.com/trends/196-canned-cocktails.md) - [Cheeky Seltzer Campaigns](https://www.trendhunter.com/trends/ntrl-vodka-seltzer-chloe-fineman.md) - [Unfiltered Seltzer Campaigns](https://www.trendhunter.com/trends/do-it-for-the-flavor.md) - [Fruit-Forward Drinks](https://www.trendhunter.com/trends/asahi-zeitaku-shibori.md) - [Japanese-Inspired Spritzes](https://www.trendhunter.com/trends/asuki.md) - [Canned Sake Drinks](https://www.trendhunter.com/trends/sake-drinks.md) - [Humorous Drink Cart Ads](https://www.trendhunter.com/trends/titos-spokescart.md)