Asahi Super Dry launches its biggest global campaign

Asahi Super Dry's new multi-media campaign Beyond Expected is intended to drive category growth, with a multi-channel advertising campaign now on air around Australia across TV, VOD, digital and OOH channels.

Beyond Expected is set in Tokyo where around every corner, there’s something unexpected. Solidifying the brand as a global icon of progressive Japan, this idea is at the core of Asahi Super Dry’s which invites its audience to go beyond the ordinary and keep exploring new ideas and experiences.

It is the largest campaign in the brand’s history and is supported with significant investment to build on the beer’s growth in recent years. In the last two years alone, the brand has grown almost 20 per cent in volume across retail and on-premise channels in Australia combined.

Inspired by dry sake, Japanese master brewers redefined the beer category when they introduced the world’s first super dry beer in 1987.

Kym Bonollo, Head of International Brands at Asahi Beverages, said: “The world we live in has changed and this is reflected in the way consumers are seeking enriching drinking experiences, both in and out of the home.

"Asahi Super Dry continues to see strong growth across on- and off-premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers. As a brand, our philosophy is you get the most out of life not by following the path, but by exploring and re- inventing the future. There’s no country in the world that does this better than modern Japan.”