In Drinks - Beer by Clyde Mooney

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Asahi is releasing an innovative new campaign for Asahi Super Dry aiming to tap the discerning beer drinker’s appreciation for discovery and exploration.

The ‘Enter Asahi’ campaign seeks to break through to premium beer drinkers, recognising it needs to follow consumer prompts to shine above the typical brand messages based on premium ingredients or mateship.

It is a collaboration involving both Asahi Beverages Australia and Asahi Breweries in Japan, produced by The Monkeys, whose chief creative officer Ant Keogh says Japan’s enigmatic blend of traditional and tech was their “inspiration for the ‘world of Asahi’”.

Michael Vousden, Asahi Premium Beverages marketing manager of Beer says they are excited to evolve the brand, alongside the market.

“The creative impact will cut through to our target and will help recruit the next generation of Asahi Super Dry drinkers in Australia.”

‘Enter Asahi’ will roll out internationally across TV, cinema, outdoor, digital, press, path-to-purchase and on Asahi’s social media.