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Asahi Super Dry is the world’s leading Japanese beer, but it is less well known in Western Europe and was struggling from an Off Trade point of view. Our brief was to build a shopper campaign to drive awareness, trial and ultimately sales of Asahi Super Dry in the Off Trade across multiple markets.
Part of the story to tell was around the Japanese heritage of the brand and it’s unique Karakuchi taste – represented via the brand symbol – the kanji. In the planning stage of the project the pandemic broke out, delaying the Olympics, but maintaining consumers desire to look beyond their own shores and dream of the chance to travel and experience the world again.
The challenge was to build awareness and purchase of a big beer brand with little resonance in the region during a pandemic.
The strategic approach for this activation had to pivot versus plan, as a result of the outbreak of Covid-19. From the outset we had looked to benefit from the interest in all things Japanese, based on the halo created by the Tokyo Olympics. As these were postponed, our focus needed to shift, too.
From our research, we saw contrary to the belief that trips abroad would lose appeal, consumer sentiment was quite the opposite. Our target consumers wanted to have the opportunity to look beyond the current situation. They needed the chance to dream, and the escapism of foreign shores and a return to their previous adventurous and experience-led lifestyles.
We therefore decided to remain positive when looking to the future, and to still give shoppers the chance to Win Trips to Tokyo.
Redemptions above target
Overall Redemption
sales uplift on previous year
