-196 is super popular...in Japan, but the hard seltzer brand wanted to make an impression on American Gen Zers—a generation obsessed with finding the next cool thing.

 

 So we built a real Japanese Kobini (Japanese bodegas) with a hidden back door through the cooler doors and hosted a huge party featuring DJ Rebecca Black. And we teased it with Pooja Tripathi, the brains behind the viral social series Brooklyn Coffee Shop (@bkcoffeeshop/@winnie_thepooj). The cool kids found their cool spot and -196.