Asahi Super Dry, Japan’s No.1 Beer brand, is inviting you to seek what is unique with a new global brand platform.
Created by Havas London in collaboration with Havas Creative Network agencies in Asia, Australia, and North America, the campaign introduces a new global brand platform and tag line, ‘Seek What Is Unique’. The new platform reflects the beer’s distinctive brewing process and unique crisp and refreshing taste profile – otherwise referred to as its signature ‘Karakuchi’ taste – along with the brand’s Experience Seeker audience, who crave something a little more interesting.
It’s brought to life via 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 platform launches with a visually stunning 90” hero film shot right 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 iconic 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. Inspired by the contrasting nature of Asahi Super Dry – with its relentless craft and precision, and bold, modern Japanese style, the design system constantly flexes this tension throughout. The new brand world encompasses Asahi Super Dry’s visual identity including a new colour palette, graphic system, tone of voice and product photography.
The campaign is live from today in Australia and the UK. Other global markets will follow in 2026, including APAC, where the brand film will launch in market with an alternative ending.
Małgorzata Lubelska, global and category brand director, Asahi Europe and International, 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. ‘’
Mark Whelan, chairman & UK group chief creative officer, Havas UK, 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. ‘’
The campaign represents 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.
