Asahi Super Dry, the flagship beer of Japanese beverage Giant Asahi Premium Beverages has launched its biggest ever campaign into market.
The “Is he Asahi?” campaign was produced and directed by media agency cummins&partners and tells a reverse Cinderella story of a woman’s quest to find the man who drinks Asahi.
The campaign debuted during the live broadcast of the Bledisloe Cup over the weekend and is set to run for three months, supported by a national advertising campaign to the tune of $2.5 million – the biggest investment into the Asahi Super Dry brand has made into the Australian market since its launch.
Beer and cider marketing manager at Asahi Premium Beverages, Micheal Vousden, says that the campaign marks the brand first ever TV presence in Australia and is intended to raise brand awareness and drive purchase decisions nationwide.
“’Is He Asahi?’ educates the broader market about the Asahi Super Dry drinker,” he says.
“The classic Cinderella story is a story of a man on a quest to find his perfect woman – we thought this was a suitable metaphor to use to tell the story of Asahi, albeit with a significant twist. We are proud of the campaign and look forward to seeing it in market.”