Asahi Super Dry Extends Global Presence with Elegant Brand Campaign ‘Beyond Expected’

Asahi Super Dry is continuing to expand its global presence with a stylish brand campaign that dramatises the premium lager’s unique taste profile and deep connection to modern Japan.

Developed by creative agency dentsuMB UK, ‘Beyond Expected’ is a global brand platform that invites the audience to go beyond the ordinary and keep exploring new ideas and experiences.

It reveals how Asahi Super Dry is an experience that awaits discovery too, including in those global markets where beer drinkers are less familiar with Asian or Japanese beer.

Rolling out across key markets worldwide, including the UK, USA, Canada, Hungary, Taiwan, Singapore and China, the campaign tells the story of ‘Barman’, who guides one of his customers through the unique, crisp taste of Asahi Super Dry.

Each taste note is dramatised with sensory experiences, as the drinker embarks on a magical journey through vibrant modern Japan.

The elegant TV spot was directed by Canada’s Lope Serrano, a visionary director known for working with brands such as Longchamp, Louis Vuitton and multi-platinum selling artist Dua Lipa.

Alongside the TV advert, the global campaign, developed in collaboration with Made In Amsterdam, will appear across VOD, digital, social, OOH and on and off trade.

Diana Simon-Bruns, global head of brand at Asahi Super Dry, said: “Asahi Super Dry has the bold ambition to change the narrative of global beer by bringing Super Dry to the world. With the launch of our new global brand platform, ‘Beyond Expected’, we invite people to go beyond the ordinary and to keep exploring new ideas and experiences. As Japan’s number one premium lager, Asahi Super Dry is one of those unique experiences that we know people will love to discover.”

Simon Lloyd, chief creative officer at dentsuMB, said: “Asahi Super Dry. The beer as unexpected taste as the place it is from. Japan. We connected this with the simple global platform ‘Beyond Expected.’ The film came from the idea that a taste –especially a taste you haven’t tried– is hard to put into words. So, rather than explain what the beer’s like, a mysterious barman takes a man on a semi-magical journey through Japan. Show don’t tell. Loads of fun. And gives us a distinct position in the market from which to build. “