Asahi: Toasting passionate success

MediaCom

This paper won the Best Use of a Small Budget category at the MFA (Media Federation of Australia) Awards 2010.

Executive Summary

How do you grow a niche, premium beer brand while maintaining its mystery and exclusive status? A carefully crafted and executed media strategy, making heavy use of social media, outdoor and events helped Asahi convert occasional drinkers to passionate brand advocates. In 2009 the Australian Beer category spend was A$44,200,000 (Nielsen). With a budget of A$75,000 Asahi represented just 0.0036% of category spend and still grew sales and brand health.

Background and objectives...

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