Challenges

Introduce new branding – Asahi Super Dry 2.0 – across selected APAC audiences and strengthen the brand’s positioning against the competition. In the fast-changing alcoholic beverage market, it is crucial to create consumer touchpoints and ensure local relevancy within each market.

Approach

As the regional hub agency, we crafted top-line narrative and storytelling and set communication guidelines to ensure consistency and effective message penetration across individual markets We then engaged key regional media and influencers to secure in-depth editorial content that engaged consumer and trade audiences in the ASD2.0 – including an exciting FAM to Asahi’s home base!

Outcomes

• Secured a reach of +2.6 million highly targeted beer lovers through earned media and social media activations.
• Three influencer hero reels gained brand love on Instagram achieving over 121,000 engagements and 1 million views.
• Ensured consistent narrative and storytelling across markets, while encouraging localization within the brand parameters.

More Works