Asahi Super Dry - ‘Karakuchi’ campaign

The beauty of the Japanese language is that thousands of complex ideas can be expressed in a single word. ‘Karakuchi’ means ‘something that’s refreshing and dry at the same time’, capturing the beer’s unique taste.

Purple’s challenge was to explain this Karakuchi taste to a global audience using a language everyone understood. So we translated its complexity visually, with a powerful, textural expression of the super refreshing, super dry experience.

The campaign brought Karakuchi to life, urging inquisitive audiences to ‘Taste it to understand it’.