Suntory Beverage & Food GB&I’s RTD brand, Minus 196, is launching The National Big Freeze – a weather-activated, integrated campaign designed to help convenience retailers capitalise on demand.
Whenever temperatures heat up and reach 23°C, retailers will unlock case offers via Shopt, with the opportunity for one lucky store team to win a Minus 196 Big Freeze Expedition. Retailers can access promotions through Shopt and learn more through their field sales representatives. The winning team will be sent on an unforgettable three-night trip to Finland where they will be able to enjoy a Japanese dinner experience.
The campaign will also be supported by weather-activated digital OOH, helping remind adult shoppers to pick up Minus 196 at the precise moment temperatures hit 23°C.
The National Big Freeze will also extend into stores through a partnership with PayPoint. When temperatures reach 23°C in participating locations, PayPoint’s in-store digital screens will automatically switch to weather-responsive creative, alerting shoppers to a special Minus 196 can offer available in-store.
The National Big Freeze campaign will run throughout the summer across the brand’s three-strong flavour line-up: Lemon, Grapefruit and the recently-launched Peach.
Sales director at Suntory Beverage & Food GB&I, Alpesh Mistry, said: “Minus 196 is the brand that owns the cold. Our drink is built around an extraordinary piece of Japanese innovation, where whole fruit is frozen to -196°C, and the frozen zest, pulp and juice are infused with a balance of vodka, soda and shochu – a traditional Japanese spirit. The process creates a drink that is refreshing in taste with an authentic fruit flavour.
“So, when Britain heats up, we thought we’d freeze things. The National Big Freeze takes the technology and product truth behind Minus 196 and turns it into something meaningful for convenience retailers. When temperatures hit 23°C, we’re freezing prices, helping retailers tap into seasonal demand and rewarding the teams who make summer trading happen.”
In keeping with the spirit of SBF GB&I’s successful ‘Win the Weekend’ campaign, the winning store will receive fully funded staff cover from the award-winning retailers behind the Retail Family initiative, enabling colleagues to enjoy the experience together while their store is expertly managed.
Bobby Singh of BB’s Featherstone Superstore and Post Office in Pontefract and part of the Retail Family, said: “This is a real dream-come-true experience for the retailer and their team – not just the trip itself but being able to enjoy it together without having to worry about the store. This is such a fantastic way to reward and inspire people.”
As part of this promotion, shoppers will also have a chance to enjoy the cold with temperature-triggered can giveaways across convenience. When temperatures reach 23°C in participating locations, shoppers can redeem a free can of Minus 196, with retailers then reimbursed for the cost of the can through Shopt.
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