Campaign details
Brand: AsahiAgency: Crowd DNACountry: UK
Synopsis
The ambition for Asahi Super Dry
Asahi Super Dry (ASD) is Japan's #1 beer, with the ambitious goal of becoming the world's #1 super premium beer.
However, the brand is currently fragmented; at very different stages in different markets, with different positionings, campaigns and even different social media accounts. Although the Japanese provenance of ASD offers a significant point of difference, they wanted to find a single, authentic and globally compelling way of communicating it, which overcame predictable tropes and stereotypes and felt true to the extroverted...