The National Big Freeze: A Brand Activation Case Study for Minus 196
Turning up the heat by owning the cold
Minus 196 is the Japanese alcohol ready-to-drink brand built around an extraordinary product truth: whole fruit is frozen at -196°C before the zest, pulp and juice are infused with vodka, soda and shochu.
This brand activation case study shows how Joe Public transformed that distinctive product story into an integrated campaign that engaged retailers, influenced shoppers and delivered measurable commercial results.
The challenge
We were asked to build retailer awareness and advocacy for Minus 196, increase distribution across convenience, generate standout B2B editorial coverage and, ultimately, turn awareness into commercial growth.
The opportunity was clear. Convenience stores become a destination for spontaneous purchases when Britain heats up, and alcohol RTDs are perfectly placed to benefit. But to win space in the chiller, Minus 196 needed to prove there was genuine shopper demand behind the brand.
Our research also found that 85% of independent retailers believed running their shop had become more challenging over the previous two years. This couldn’t simply be another trade promotion. Minus 196 needed an FMCG marketing strategy that gave retailers a compelling commercial reason to stock the brand while genuinely rewarding store teams.
The insight and approach
Brits love talking about the weather – and when temperatures rise, shopping behaviour changes with it.
Our retail marketing strategy connected this national obsession with Minus 196’s freeze-crush technology: when Britain heats up, Minus 196 freezes things.
We transformed the product truth into The National Big Freeze – an integrated campaign designed to turn every day above 23°C into a commercial opportunity.
When temperatures rose, we froze retailer case prices and activated £1 shopper offers, responsive digital out-of-home advertising and trade communications. This joined-up shopper marketing strategy directed consumers into participating stores at precisely the moments when the category was most likely to perform.
To engage independent retailers and their teams, we also created a reward worth getting behind: the chance for an entire store team to win a Big Freeze Expedition to Finland, with their shop fully managed while they were away.
B2B PR brought the story together, communicating Minus 196’s Japanese innovation, product credentials and commercial potential to the retail trade while consumer activity generated demand.
The Result
The National Big Freeze turned a distinctive product truth into a platform with genuine commercial impact:
- PRCA B2B Campaign of the Year 2026 Finalist
- More than 5,000 retailer entries to date
- Uplift in distribution
- Increased rate of sale
- Promising early convenience volume-sales growth
- 100% positive sentiment
- Editorial KPIs smashed
This product marketing case study demonstrates how Joe Public connected product innovation with a culturally relevant idea to give retailers a reason to stock, shoppers a reason to buy and the media a distinctive story to tell.
When Britain heated up, Minus 196 owned the cold.
Most importantly, The National Big Freeze has made Minus 196 relevant to the people who determine its success. By connecting Japanese product innovation with Britain’s biggest national conversation (the weather), Joe Public turned heat into a reason for retailers to stock, shoppers to buy and the media to talk about Minus 196. The campaign has since been shortlisted for B2B Campaign of the Year at the 2026 PRCA Awards.
When Britain heated up, Minus 196 owned the cold.
-
5,000+
retailer entries to date
-
100%
positive sentiment
Plan Your Corporate PR Campaign with Joe Public
Looking to build your organisation’s profile within a technical or B2B industry? Joe Public turns complex corporate stories into national media coverage, see this page for more B2B PR campaign examples.
📞 Call us on 020 8191 9220
📧 Email: enquiries@joepublicpr.com
