BLACKPINK are now the face of Asahi
Japanese beer brand Asahi Super Dry has announced K-Pop girl group BLACKPINK as its latest ambassadors.
Asahi Super Dry has just launched its first unified campaign across East Asia, enlisting the help of pop icons BLACKPINK to promote the brand.
The campaign tagline — “BLACKPINK in your Dry” — is a play on the pop group’s phrase “BLACKPINK in your area”.
The campaign spans Japan, South Korea, Mainland China, Hong Kong, Taiwan and Mongolia.
“This partnership marks a bold step forward in the Asahi Super Dry brand strategy across Asia,” said Wakana Noma, head of the beer marketing department at Asahi Breweries.
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Europe is now Asahi’s biggest market outside of Japan, making up 27% of its sales in 2024. However, China is also a large and growing market for the Japanese beer brand. Its new campaign, launching in July, will engage with the wider East Asian markets as well as those in which the brand is already well established.
Asahi Super Dry has collaborated with BLACKPINK on a series of market-specific activations for each of the six target markets. Limited edition Super Dry products showcasing original BLACKPINK designs and promotional initiatives will be launched across the region, giving consumers the chance to win branded merchandise, such as an exclusive Asahi Super Dry x BLACKPINK Original Ice-Cold Tumbler. The brand is also rolling out large-scale promotions and billboards in major cities.
“BLACKPINK represents the energy, edge, and global influence that aligns perfectly with our vision for the future. Together, we’ll deliver campaigns that not only capture attention but also connect deeply with our consumers’ evolving lifestyles and passions,” said Noma.
The Korean pop group had more than 13 billion streams on Spotify as of August 2024, highlighting their success on a global scale. BLACKPINK tracks, the most famous of which include How You Like That, Kill This Love and Pink Venom, had been added to more than 71 million user-generated Spotify playlists in August 2024. The group’s Instagram following currently sits at 58 million.
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