Asahi Super Dry Launches ‘Seek, Find and Win’ Competition

How would it feel purchasing a case of beer and winning a trip to Tokyo at the same time? 

Asahi Super Dry are giving premium beer lovers the prospect of experiencing this with the launch of its ‘Seek, Find and Win’ campaign. 

Distributed to Out-Of-Home advertising, the competition is accompanied by a distinctive billboard across the UK with striking visuals and typographics.

Japanese artist honours the jackpot prize with unique design

The lager brand has teamed up with multi-media artist Hisham Akira Bharoocha for the design of new limited edition cans and bottles. The design will be randomly rolled out across one million packs of Asahi Super Dry’s 12 and four packs of both alcoholic and non-alcoholic versions of the beverage.

The competition aligns with Asahi Super Dry’s new global brand platform ‘Seek What Is Unique’, guiding premium beer drinkers to explore a more interesting side of life and experience the world in colour, creativity and symbolism.

Rob Hobart, Marketing Director at Asahi comments: “Asahi Super Dry is built on daring to be different, and Seek What Is Unique is a perfect way of showcasing that ethos.”

Hisham’s creatively bold packaging concepts will ensure the premium lager brand is unmissable in retail stores across the UK and continue to drive sales.

Rob adds: “We’re thrilled to be giving back to our partners and consumers who’ve made Asahi Super Dry’s impressive double-digit growth possible in recent years, with a giveaway promotion guaranteed to engage our target audience and drive sales, profits and footfall.”

Asahi enlists the help of AI for London takeover

Asahi have taken over London’s Piccadilly Lights for the next seven days with its centrepiece campaign ‘The Infinite Can’. Created by Havas London and Prose on Pixels (Havas’ AI-powered global network), the advertisement incentivises Asahi’s competition with unmissable graphics.

The takeover was orchestrated using the Asahi Fusion Designer, which has been described as a custom-built tool developed by Prose on Pixels within its proprietary generative AI platform, Vermeer.ai.

The tool was exclusively fed on Hisham’s artistic process and influence, but programmed not to copy his style. Instead, the output was told to decode sentiment and connections unique to Hisham’s artistry.

This resulted in ‘The Infinite Can’ execution at Piccadilly, featuring more than 400 designs over the course of the week. The outdoors graphics will eventually be followed with social and online video distribution until the end of September.

The memorable intensity of this campaign reflects Asahi Super Dry’s mission to create a unique and refreshing beverage that embodies the crisp and clean taste of Modern Japan - paying homage to this with its prospective Japan trip offerings.

Despite revealing new limited designs, Asahi Super Dry keeps its brand identity consistent with its distinctive typographics and red and silver colour palette. The strong recognition resonates with premium beer drinkers and captivates wider audiences across the UK.