Weather-activated campaign unlocks retailer promotions, shopper rewards and a chance to win a ‘Big Freeze’ expedition, inspired by the unique freezing process behind every can of Minus 196, when temperatures hit 23°C.
As Britain experiences another summer of rising temperatures, Suntory Beverage & Food GB&I’s alcohol RTD brand, Minus 196, is launching The National Big Freeze – a weather-activated, integrated campaign designed to help convenience retailers capitalise on demand while rewarding the teams behind successful local stores.
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. Bringing the brand’s cold credentials and refreshing taste to retailers, 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.
Alpesh Mistry, Sales Director, Suntory Beverage & Food GB&I, says: “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, who is part of the Retail Family, comments: “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.
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. Competition entries will be open from 00:01 at 15.06.26 and will close on 23:59 at 31.08.26.
‘THE BIG FREEZE’ RETAILER COMPETITION SHORT T&Cs
18+, GB only. 00:01 15/06/26 to 23:59 31/08/26. Smart phone and internet access required. Log into Shopt app account, click ‘Claim Reward’ within the NCS offer to enter (double entry during the temperature trigger moment). Prize: Group trip for 5 adults to Finland (including return flights from the UK, airport transfers, 3 nights in a 3-star hotel with breakfast and one three course dinner at a Japanese restaurant. Store management for period of travel shall be arranged through trusted retailers from the ‘Retail Family – Online Safe Space’ via Joe Public Relations Ltd. Maximum of one entry per person per day via the Shopt app. During a Temperature Trigger Moment (23°C), eligible participants may claim one (1) additional entry into the Promotion through the Shopt app which must be claimed in accordance with these terms to be valid. 1 x Prize available. Promoter: Lucozade Ribena Suntory Ltd, UB8 1DH. For full T&Cs visit: https://www.minus196.co.uk
Comments are closed.