Asahi launches new campaign with Flare Communications

Asahi has launched a new "Beyond Expected" campaign featuring local singer Juno Mak, done in collaboration with Flare Communications. 

Tapped into the newly released format of reels, Asahi launched its first-ever reels remix campaign to amplify the campaign message by teaming up with a series of influencers to narrate their own stories and inspire the public to embrace. The spin-off reels remix content successfully derived from the thematic video to echo the brand’s belief. As of 5^th Aug, the thematic video has been ranked as the top three mostly viewed social media branded videos in July by Admango.

While in Hong Kong, the beer brand has collaborated with Flare Communications to further strengthen Asahi’s storytelling with its philosophy of “Beyond Expected” by providing integrated services across creative ideas creation, influencer marketing and media exposure to maximise the campaign impact and build audience anticipation. 

The campaign features Juno Mak again for this sequel, with a continuation of last year’s “We are the Curious” campaign. As an all-rounded artist in cool culture, Mak was chosen to transmit Asahi’s spirit by sharing perception of contemporary Japan from Asahi’s perspective and encouraging the audience to live beyond their ordinary life.  

The campaign aims to tell the story of Asahi Super Dry that began in 1987, which introduced the world to a new taste called Karakuchi of beer. Inspired by the dryness of Karakuchi Sake, it provided a sophisticated, crisp and clean finish. The brewing process of Asahi Super Dry is precise and at the highest quality standard. Its brewing techniques deliver a dry and quick finish, known as Super Dry taste. With a refreshing taste, Asahi Super Dry is regarded as a good match with all kinds of food. 

Earlier in May, Asahi has launched its first ever 3D billboard by dentsu International in the heart of Hong Kong's busiest district. The ad serves as an extension to Asahi’s global brand campaign under the platform “Beyond Expected”, a manifesto that is said to lead its audiences to "unveil unexpected experiences the modern Japan brings".  Asahi’s campaign is the first ever alcohol brand to create such an immersive and anamorphic OOH in Hong Kong. 

In January, Asahi Group has renewed its flagship brand, Asahi Super Dry, for the first time since its launch in 1987. Aside from tweaking the recipe for the beer, Asahi Group will also revamp the packaging and communication of the Asahi Super Dry brand. This will include a redesign of its logo and design.

According to Asahi, it is progressive and aspirational with international appeal. It keeps making changes to better achieve its vision. Asahi is never bound by convention if it can see a better way. It is looking forward to discovering more new trends in Japan for clients.

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