‘Asahi Super Dry’ launches first global campaign
Japan's No.1 beer, with Havas unveils a cinematic global campaign and refreshed design system.
Asahi Super Dry, Japan’s best-selling beer, is entering a new era by introducing its first global brand platform that invites drinkers around the world to seek uniqueness.
The new platform, created by Havas London in collaboration with Havas Creative Network agencies in Asia, Australia and North America, marks an important moment for the brand as it strengthens its global presence beyond its home market.
The presentation is centered around a cinematic 90-second film shot in Tokyo, directed by award-winning duo Alaska through their production company Iconoclast. It follows two friends on a nighttime journey through the city’s neon-lit streets, labyrinthine alleys, and skyline of the city’s rooftops.
It’s a surreal but fitting metaphor for the spirit of the campaign. “Asahi Super Dry is a genuinely unique beer, in the way it is made and its taste experience,” says Mark Whelan, chairman & UK group chief creative officer at Havas UK.
“We are honoring 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.”
The “Seek what is unique” platform is being implemented through a comprehensive 360° campaign spanning social and digital media, television, cinema, out-of-home, retail and global partnerships.
It launches this week in Australia and the UK, with further global launches planned for 2026, including an APAC version of the brand’s film with an alternate ending.
The new brand world also introduces an enhanced color palette, a flexible graphic system, a refreshed tone of voice, and new product photography designed to work seamlessly across all channels, from packaging to digital.
Małgorzata Lubelska, global and category brand director at Asahi Europe and International, sees the launch as a strategic step towards cementing Asahi Super Dry as a global icon. She says: “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.”
The campaign also marks a significant milestone for Havas, its first work for the brand since it was appointed as Asahi Super Dry’s global creative agency outside of Japan in December 2024, following a competitive idea.
It combines meticulous craftsmanship, bold creativity and a sense of discovery. It is an exciting example of what happens when a brand with global ambitions has a creative partner who is willing and unafraid to help them achieve them.
Asahi Super Dry is betting on exclusivity not only in the taste of the beer, but also in how it appears to the world.
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