Discover Karakuchi for Asahi Super Dry - Best Use Shopper Winner - Ignis - The Independent Agency Awards 2021

Campaign Summary:

Discover Karakuchi was a shopper campaign built to drive awareness and sales of Asahi Super Dry in the Off Trade. The campaign looked to benefit from the interest in all things Japanese. As the Tokyo Olympics were postponed, the focus needed to shift, too. Research showed that target consumers wanted to return to their previous adventurous lifestyles. Ignis invited shoppers to enter their promotion with the
chance to win trips to Tokyo; the campaign ran across all the major retailers, grocery ecommerce channels and the convenience sector. Asahi Super Dry sales were up 103% on the respective period for the previous year and the promotion achieved an entry rate 66% above target.

- Ignis​