Asahi rolls out global campaign for its flagship beer brand

Asahi has unveiled a new global campaign for its Asahi Super Dry brand in an effort to highlight its “unique” taste and target consumers who want to discover more interesting beer.

The campaign, which is named Seek What Is Unique, will showcase Asahi Super Dry’s signature “Karakuchi” [dry] taste and will use the agencies Havas London in collaboration with Havas Creative Network in Australia, Asia, and North America to appeal to people who crave experiences.

Roll out begins in Australia

The campaign is set to reflect the beer’s brewing process and has already been launched in Australia with a 30” film that was shot in Tokyo and directed by the duo Alaska, through production company Iconoclast.

The film spotlights two friends on a night-time jaunt through Tokyo and follows them through the bustling streets before they happen upon a bar with a unique musical act – a singing puffer fish.

To boost the brand’s presence in Australia, the campaign has already rolled out 3D enabled billboards as well as a 360 immersive cube installed in Sydney’s World Square and influencer collaborations. Added to this, in January 2026, the beer brand will take centre court at the Australian Open as the major beer partner and host a “Seek What Is Unique” bar experience with the Grand Slam Oval.

Unified design

Alongside the campaign, a new design had recently been created for Asahi Super Dry to help offer some consistency for the brand globally. The new design, according to the company, includes a new colour palette, graphic system, tone of voice and product photography.

Speaking about the campaign initiative and rebranding journey for Asahi Super Dry, Asahi Europe and International’s global and category brand director Małgorzata Lubelska said:‘’Our latest brand platform marks a confident and bold step forward in our global brand journey to drive growth.”

Modern Japan

Lubelska explained: “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.‘’

Connecting with consumers

Describing the brand gaining presence in Australia, Asahi Beverages head of beer, Ben Eyles, added: “Seek What Is Unique is a celebration of what makes Asahi Super Dry a standout in Australia. We’ve seen phenomenal growth locally, with Aussies embracing the crisp taste and modern Japanese edge that sets it apart. This new platform brings that uniqueness to life in bold, immersive ways—from 3D billboards and influencer-led storytelling to a major presence at the Australian Open, the campaign is designed to connect with consumers seeking originality and discovery.”

The new film creative for the campaign can be seen below.

Asahi recently restarted operations at six of its domestic breweries following suspension due to a cyber-attack this month. Despite setbacks, the beer giant’s business has continued to boom. For instance, last year, Asahi admitted that its Super Dry brand was its “top priority” within its global protflio and revealed that in 2023 its total sales of Asahi Super Dry beer soared by 35% as the beer’s global expansion plans had already started to pay off.

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