Suntory last week partnered with creative agency Akcelo launch a standout activation at SXSW Sydney, the 'Minus 196 Extreme' Vending Machine.

The immersive activation included a 12-metre-tall display, an infinity dance floor, neon-lit zones, and a rooftop bar serving Minus 196 signature drinks. It was designed to boost consumer engagement and strengthen the foothold of Minus 196 in the Oceania market.

Akcelo led the design and implementation of the display and its key features. The agency integrated multisensory elements to capture the energy of downtown Tokyo.

CEO of Akcelo, Aden Hepburn, said: "A well-executed brand experience has the power to cut through a saturated market. This activation shows how evolving the experience year after year allows us to engage new audiences while still resonating with returning visitors. It reinforces the Minus 196 brand story and demonstrates how experiential marketing can play a key role in shaping consumer perception and loyalty."

CMO of Suntory Oceania, Trent Chapman, said: "Our ongoing collaboration with Akcelo lets us showcase the 'Extreme Japanese Spirit' of Minus 196, taking it to new heights at SXSW Sydney."