Japan’s leading beer brand Asahi Super Dry is launching a new global brand platform designed to reflect its distinctive brewing process and taste profile – otherwise referred to as its signature ‘Karakuchi’ taste – along with the brand’s “experience seeker” audience, who apparently crave something a little more interesting.
“Seek What Is Unique” has been created by Havas London in collaboration with Havas Creative Network agencies in Asia, Australia, and North America. It is Havas’ first work for the brand since being appointed as global creative agency for Asahi Super Dry outside of Japan in December 2024, following a competitive pitch.
It has been brought to life in a 360-campaign, spanning all of Asahi Super Dry’s touchpoints; from social and other digital media, to TV, cinema, OOH, on and off trade activation and global partnerships.
The campaign launches with a 90″ film shot in the heart of Tokyo and directed by award-winning duo Alaska, through production company Iconoclast.
The film follows a couple of friends on a night-time quest through the Japanese city. Showcasing Tokyo’s blend of modern aesthetic and traditional roots, the couple navigate neon streets, narrow alleys and skyline rooftops, before they finally discover a modern bar, with a unique musical act – a singing puffer fish.
Alongside the brand platform, a new design system has been created for Asahi Super Dry – bringing consistency across its brand world globally. Asahi Super Dry’s new visual identity includes a new colour palette, graphic system, tone of voice and product photography.
The campaign is live from today in Australia and the UK, with other global markets to follow in 2026, including APAC, where the brand film will launch with an alternative ending.
Asahi Europe and international global and category brand director Małgorzata Lubelska commented: “Our latest brand platform marks a confident and bold step forward in our global brand journey to drive growth. We are celebrating the unique taste of the No 1 Japanese beer as well as the unique culture of modern Japan, tapping into relevant consumer trends, through originality, modernity, and the spirit of discovery – all in pursuit of our goal for Asahi Super Dry to become a modern Japanese icon.”
Havas UK chairman and UK group chief creative officer Mark Whelan added: “Asahi Super Dry is a genuinely unique beer, in the way it is made and its taste experience. We are honouring that with a cinematic adventure set in the unique and iconic city of Tokyo – blending modern aesthetic with traditional roots – just like the brand itself.”
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