Brand Tracker

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Japan

Defying Voices of ‘Bad’ and ‘Not Selling’, Suntory’s NOPE Surpasses 100 Million Units with a Phenomenal Surge!

Brand: Suntory

Campaign: Guilty Carbonated NOPE

Source: https://www.advertimes.com/20260903/article556400/

Goal: To capture the attention of young consumers and become a hit product

Claim: Guilty carbonated drink that breaks traditional norms

Media: Television, Social Media

Summary: Suntory's new product, Guilty Carbonated NOPE, launched on March 24, has surpassed 100 million units sold within just 150 days of release, marking the fastest record for a new beverage from the company. With a unique black and magenta packaging design, the product gained immense popularity through viral social media campaigns and a memorable TV commercial featuring comedic elements. Although initial consumer reactions varied regarding its taste, the product's versatility led to numerous creative uses reported by consumers.