Japanese beer brand Asahi has kicked off its biggest-ever marketing campaign with a multi-platform assault of the UK market this summer.
The campaign was launched on Saturday (14 May) and will run across TV, video-on-demand, audio, digital and out-of-home channels under the brand platform “Beyond Expected”.
According to Asahi, this is set to be the largest campaign in the brewery’s history which will be supported by “significant investment” as the brand looks to build on its recent success.
“Beyond Expected’s” creative will be focused on how Asahi Super Dry “subverts” customer’s expectations of what a beer should taste like and will emphasise the beer’s “unique super dry” taste.
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Asahi will be hoping that the campaign will help them build on a strong first quarter, having added up to £4 million in sales value up to the end of March. According to Nielsen sales data, the brand is also growing at 110% across retail outlets this year, and has seen its frequency of purchase double in the last two years alone.
“The world we live in has changed and this is reflective in the way consumers are seeking enriching drinking experiences, both in and out of the home,” Asahi UK global brands director, Jonathan Norman said.
“Asahi Super Dry continues to see phenomenal growth across On and Off Premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers.”
He added: “As a brand, our philosophy is you get the most out of life, not by following the path, but by exploring and re-inventing the future and there’s no country in the world that does this better than modern Japan.”
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