Asahi Super Dry is encouraging premium beer lovers to Seek, Find & Win this summer when they visit retailers, to claim prizes as a reward for their loyalty.
Thousands of prizes are available, including exclusive merchandise, as well as trips to Japan, the home of the brand, in a campaign that spans both the on and off-trade.
Live now, the Seek, Find & Win giveaway is a multi-million-pound campaign aligned to Asahi Super Dry’s new global brand platform, Seek What Is Unique, which guides premium beer drinkers to a more interesting side of life and “encourages them to explore a world of colour, creativity and symbolism,” it said.
The campaign also sees the roll out of new limited can and bottle designs, encouraging shoppers to Seek, Find & Win, designed by multi-media artist, Hisham Akira Bharoocha.
The design will be rolled out across a million packs of Asahi Super Dry’s 12x330ml bottles and 4x440ml can packs, as well as its 0.0% 4x330ml can packs.
UK consumers who discover the unique bottle or can in these packs will win one of several trips to Tokyo with a guest. Bharoocha’s creative designs and innovative packaging concept will also include exclusive PoS and merchandise to ensure Asahi Super Dry is unmissable in convenience stores.
To launch the competition, the brand will debut an “evolving Piccadilly Lights execution that translates Bharoocha’s distinctive creative world through generative AI, bringing his artistry and the brand’s values of uniqueness and expression to life at scale,” it said.
The campaign will show more than 400 unique designs over the course of the week, supported by additional outdoor advertising for the first week, alongside social and online video until the end of September.
Asahi Super Dry will also bring the campaign to life through Asahi Seeks: Hidden Tokyo, a Tokyo-inspired cultural experience. For one night only, this will engage with consumers through a live immersive backstreet environment, large-scale digital screens, evolving artwork, music programming and gamified discovery mechanics.
Rob Hobart, marketing director, said: “Asahi Super Dry is built on daring to be different, and Seek What is Unique is a perfect way of showcasing that ethos. We’re thrilled to be giving back to our partners and consumers who’ve made Asahi Super Dry’s impressive double-digit growth possible in recent years, with a giveaway promotion guaranteed to engage our target audience and drive sales, profits and footfall.”
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