Asahi Tremendous Dry, Japan’s best-selling beer, is elevating a glass to a brand new period with the launch of its first world model platform, which invitations drinkers in every single place to Search What Is Distinctive.
The brand new platform, created by Havas London in collaboration with Havas Artistic Community companies throughout Asia, Australia, and North America, marks a significant second for the model because it builds its world presence past its home market. The marketing campaign champions Asahi Tremendous Dry’s distinctive brewing course of and its signature crisp, refreshing Karakuchi style, whereas talking on to its “Expertise Seeker” viewers, that means drinkers who crave one thing extra attention-grabbing and unique from the manufacturers they select.
On the centre of the launch is a cinematic 90-second movie shot in Tokyo, directed by award-winning duo Alaska via manufacturing firm Iconoclast. It follows two buddies on a nighttime quest via town’s neon-lit streets, labyrinthine alleys and skyline rooftops.
Alongside the best way, it captures Tokyo’s distinctive mix of modernity and custom – a duality that lies on the coronary heart of Asahi’s identification – earlier than culminating in a discovery that is as surprising as it’s memorable: a singing puffer fish performing in a bar.
It is a surreal however becoming metaphor for the spirit of the marketing campaign. “Asahi Tremendous Dry is a genuinely distinctive beer, in the best way it’s made and its style expertise,” says Mark Whelan, chairman & UK group chief inventive officer at Havas UK.
“We’re honouring that with a cinematic journey set within the distinctive and iconic metropolis of Tokyo – mixing trendy aesthetic with conventional roots – similar to the model itself.”
The “Search What Is Distinctive” platform is delivered to life via a complete 360° marketing campaign spanning social and digital media, TV, cinema, out-of-home, retail activation and world partnerships. It launches this week in Australia and the UK, with additional world rollouts deliberate all through 2026, together with an APAC-specific model of the model movie with an alternate ending.
Alongside the platform, Asahi Tremendous Dry can be unveiling a brand new world design system, which is a crucial a part of its push for better consistency and recognition throughout worldwide markets. The refreshed visible identification performs with the model’s inherent contrasts, like precision craft with daring modernity and heritage with innovation.
The brand new model world additionally introduces a refined color palette, versatile graphic system, up to date tone of voice and contemporary product images, designed to work seamlessly throughout each channel from packaging to digital.
Małgorzata Lubelska, world and class model director at Asahi Europe and Worldwide, sees the launch as a strategic step in direction of cementing Asahi Tremendous Dry as a worldwide icon. She says: “Our newest model platform marks a assured and daring step ahead in our world model journey to drive development.
“We’re celebrating the distinctive style of the No. 1 Japanese beer in addition to the distinctive tradition of contemporary Japan, tapping into related shopper developments, via originality, modernity, and the spirit of discovery – all in pursuit of our objective for Asahi Tremendous Dry to turn into a contemporary Japanese icon.”
The marketing campaign can be a milestone for Havas, representing its first work for the model since being appointed world inventive company for Asahi Tremendous Dry outdoors Japan in December 2024, following a aggressive pitch. The temporary was to construct on the model’s Japanese heritage whereas serving to it stand out in an more and more crowded world premium beer market, and the result’s a model platform that feels unmistakably Asahi.
It fuses meticulous craft with daring creativity and a way of discovery. It is an thrilling instance of what occurs when a model with world ambitions and a inventive accomplice that is each keen and unafraid to assist it realise them.
Sure, the concept of a singing puffer fish sounds uncommon, however that is the purpose right here. Asahi Tremendous Dry is betting on distinction and never simply in how its beer tastes, however in the way it reveals up on this planet. Search What Is Distinctive, in any case, is as a lot an invite as it’s a assertion.
