By John Glenday | Reporter

May 17, 2022 | 2 min read

Japanese beer brand Asahi is playing to its home strengths by surfacing large-font Kanji script in a new media campaign.

Striving for authenticity, Wavemaker and Mcgarrybowen seek to promote how a sip of Asahi Super Dry will transport you to the land of the rising sun.

‘Beyond Expected’ broke over the weekend and will run across video on demand (VOD), radio and YouTube, as well as out-of-home (OOH) and dynamic audio media activations, delivering custom music and sounds to passersby in major cities.

Kelly Parker, chief operating officer at Wavemaker UK, said: “With its refreshingly dry, crisp taste and modern Japanese credentials, Asahi Super Dry stands out from the competition as a progressive and aspirational beer.”

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Sam Rhodes, marketing director at Asahi UK, 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.”

The data-led campaign ensures a tactical rather than scattergun approach, with local ‘hotspots’ where the Asahi brand could make the greatest impact identified by Wavemaker. Previous Asahi campaigns have centered on promoting the unique ‘Karakuchi’ flavor of the alcoholic drink.

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