Asahi Super Dry, the Super Premium beer, has launched a significant outdoor and online advertising campaign, as well as embarking on a series of partnerships that will see the beer at the forefront of immersive experiences across London this summer.
The ‘Remastered by Japan’ campaign has been featuring on more than 600 digital road, rail and London Underground display sites this month, along with larger scale placements in prominent locations such as Shoreditch and Borough High Street. A heavy-weight social media campaign will also run nationally, creating significant impact for the newly relaunched brand.
For the first time, Asahi Super Dry is the official beer partner of Secret Cinema Presents Blade Runner - The Final Cut: A Secret Live Experience. This will include 80 secret live experiences running from 21st March until the end of June.
The brand is also the lead beer at dotdotdot London’s Somnai, which mixes live performance and multisensory elements with immersive technology. Later this summer will also see the brand partner with Arcadia for its 10th anniversary, as well as celebrating summer with an array of music gigs and films at the Somerset House Summer Series and Film 4 Summer Screen across July and August.
Laura Mitchell, director of brand marketing at Asahi UK Ltd, said: “When we relaunched Asahi Super Dry earlier this year, we wanted to ensure its marketing would reflect the identity of the brand and put us at the heart of forward-thinking experiences, with a mix of Japanese culture.
“We’re delighted to be partnering with some truly exciting experiences that feed consumer curiosity and showcase the brand in a contemporary manner. We strongly believe the ‘Karakuchi’ taste of Asahi Super Dry will make a huge impact, but it is equally important we pay homage to the brand’s heritage and we are very excited to launch into the marketplace with a number of intriguing activations.”