Japanese beer brand Asahi Super Dry has launched a major global marketing campaign, which was created by Havas London in collaboration with Havas Creative Network agencies in Asia, Australia, and North America.
The campaign introduces a new global brand platform and tag line, ‘Seek What Is Unique’. The new platform is said to reflect the beer’s distinctive brewing process and unique crisp and refreshing taste profile – otherwise referred to as its signature ‘Karakuchi’ taste – along with the brand’s Experience Seeker audience, who crave something a little more interesting.
It’s brought to life via a 360-campaign, spanning all of Asahi Super Dry’s touchpoints; from social and other digital media, to TV, cinema, OOH, on and off-trade activation and global partnerships.
The platform launches with a 90” hero film shot right in the heart of Tokyo and directed by award-winning duo Alaska, through production company Iconoclast. The film follows a couple of friends on a nighttime quest through the iconic Japanese city. Showcasing Tokyo’s blend of modern aesthetic and traditional roots, the couple navigate neon streets, narrow alleys and skyline rooftops, before they finally discover a modern bar, with a unique musical act – a singing puffer fish.
Alongside the brand platform, a new design system has been created for Asahi Super Dry – bringing consistency across its brand world globally.
The campaign went live yesterday in Australia and the UK. Other global markets will follow in 2026.
Małgorzata Lubelska, Global and Category Brand Director, Asahi Europe and International, commented: “Our latest brand platform marks a confident and bold step forward in our global brand journey to drive growth. We are celebrating the unique taste of the No. 1 Japanese beer as well as the unique culture of modern Japan, tapping into relevant consumer trends, through originality, modernity, and the spirit of discovery – all in pursuit of our goal for Asahi Super Dry to become a modern Japanese icon.”
Mark Whelan, Chairman & UK Group Chief Creative Officer, Havas UK, added: “Asahi Super Dry is a genuinely unique beer, in the way it is made and its taste experience. We are honouring that with a cinematic adventure set in the unique and iconic city of Tokyo – blending modern aesthetic with traditional roots – just like the brand itself.”
