Japanese beer Asahi Super Dry has unveiled a new marketing campaign, ‘Discovery is Calling’.
Kicking off in May, and expected to reach over 70% of target consumers, a 30-second video will appear across a mixture of video-on-demand, out-of-home, digital and social platforms. The ad showcases Asahi Super Dry as “a beer brewed out of curiosity, for the curious, from a place that peaks audience curiosity”.
Later in the year, Asahi Super Dry will also run on-pack promotions, giving consumers the chance to win a trip to Tokyo.
The brand is also driving trial throughout 2020 with numerous pop-up sampling opportunities in major UK cities, including Glasgow (31 March – 5 April) and Edinburgh (29 September – 4 October). Titled ‘Karakuchi Nights’, the activity will reach an estimated 3.4 million target consumers.
Asahi UK boss Tim Clay said: “Both Premium and World Beer categories continue to go from strength to strength and Asahi Super Dry is perfectly positioned to capitalise on these ongoing trends. The brand is growing at a phenomenal rate so it’s exciting to explore even more ways to drive home the Super Premium credentials of the beer and we’re really looking forward to seeing the response to the various activations.”
