Asahi’s Tactical and Insightful Media Campaign Celebrates Its Progressive Japanese Credentials

Wavemaker has collaborated with Asahi on a series of tactical and insight-driven media activations to showcase the brand’s progressive Japanese credentials, and Asahi Super Dry’s refreshingly dry, crisp taste.

The eye-catching core creative ‘Beyond Expected’ from McGarryBowen takes consumers on a journey exploring the unexpected and vibrant world of modern Japan. It highlights how each sip of Asahi Super Dry is an experience that, like its progressive Japanese home, always goes beyond the expected.  

The campaign will air for the first time on ITV on Saturday, 14th May during the FA Cup Final. It will run across Video on Demand (VOD), Radio, and YouTube, as well as Out of Home (OOH) and Dynamic Audio media activations across multiple regional hotspots including Glasgow, London, Manchester, Leeds, and Cardiff. 

Wavemaker’s use of data and media insight has been pivotal in defining these tactical media activations. It has enabled the team to pinpoint the hotspots where the campaign would engage, and resonate, with the target audience in a more meaningful, impactful and broad, yet local way. This includes a clear understanding of the core audience’s key passion points (sport, film and music), identifying the key moments when the target audience typically reaches for a refreshing Asahi Super Dry, and how that aligns with media channel consumption. Added to this, and perhaps most importantly, was the actual physical availability of the beer i.e., first party stockist and trade data. 

Kelly Parker, chief operating officer, Wavemaker UK explained: “With its refreshingly dry, crisp taste, and modern Japanese credentials, Asahi Super Dry stands out from the competition as a progressive and aspirational beer. Our data-driven, bold and impactful media activation strategy will ensure that the Asahi Super Dry is front of mind with potential customers that have the biggest opportunity to buy. By aligning this insight with a creative campaign that resonates and engages with the target audience, we are proud to be driving growth for this iconic progressive Japanese brand.” 

Sam Rhodes, marketing director at Asahi UK added: “The world we live in has changed and this is reflective in the way consumers are seeking enriching drinking experiences, both in and out of the home. Asahi Super Dry continues to see phenomenal growth across On and Off Premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers. 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.”