Havas London, in collaboration with Havas Creative Network agencies in Australia, Asia, and North America, has bonded Asahi Super Dry to the “unique” movement that has been spreading across fashion, beauty, experiences…and self-acceptance.
It’s a natural bond for the beer with its distinctive brewing process and unique taste profile – otherwise referred to as its signature, Karakuchi. The new global brand platform and tag line, Seek What Is Unique, targets the trending Experience Seeker audience, who crave something a little more interesting.
The campaign spans all Asahi Super Dry touchpoints and has launched in Australia on October 13, with a 30-second film shot in the heart of Tokyo and directed by award-winning duo, Alaska, through production company, Iconoclast. The film woos with its showcase of Tokyo’s singular blend of modern aesthetic and traditional culture, including a modern bar with a unique musical act, a singing puffer fish.
Exp[anding the campaign are 3D billboards, including a 360 immersive cube installed in Sydney’s World Square and influencer collaborations that will encourage consumers to seek out unique experiences by highlighting Melbourne’s fashion culture and Sydney’s food and arts scene. In January 2026, Asahi Super Dry will take centre court at the Australian Open as the major beer partner, featuring an unmissable Seek What Is Unique bar experience on the Grand Slam Oval and a trade precinct takeover.
A new design system coincides with the brand platform, bringing consistency across its brand world globally. Inspired by and reflecting the contrasting nature of Asahi Super Dry, with its relentless craft and precision, and bold, modern Japanese style, the new brand world encompasses Asahi Super Dry’s visual identity including a new colour palette, graphic system, tone of voice and product photography.
Małgorzata Lubelska, global and category brand director, Asahi Europe and International, commented,‘’Our latest brand platform marks a confident and bold step forward in our global brand journey to drive growth. We are celebrating the unique taste of the No.1 Japanese beer as well as the unique culture of modern Japan, tapping into relevant consumer trends, through originality, modernity, and the spirit of discovery – all in pursuit of our goal for Asahi Super Dry to become a modern Japanese icon.‘’
Mark Whelan, chairman & UK group chief creative officer, Havas UK, added, ‘’Asahi Super Dry is a genuinely unique beer, in the way it is made and its taste experience. We are honouring that with a cinematic adventure set in the unique and iconic city of Tokyo – blending modern aesthetic with traditional roots – just like the brand itself.‘’
Ben Eyles, head of beer, Asahi Beverages, stated, “Seek What Is Unique is a celebration of what makes Asahi Super Dry a standout in Australia. We’ve seen phenomenal growth locally, with Aussies embracing the crisp taste and modern Japanese edge that sets it apart. This new platform brings that uniqueness to life in bold, immersive ways – from 3D billboards and influencer-led storytelling to a major presence at the Australian Open, the campaign is designed to connect with consumers seeking originality and discovery.”
The campaign represents Havas’ first work for the brand since being appointed as global creative agency for Asahi Super Dry outside of Japan in December 2024, following a competitive pitch.
Credits:
Client: Asahi Super Dry, Global
Category and Global Brands CMO: Malgorzata Lubelska,
Global Head of Brand: Andy Box
Global Senior Marketing Manager: Marianne Caicedo
Global Senior Brand Managers: Alice Garton & Alice Hodgson
Client: Asahi Super Dry, Australia
Head of Beer, Asahi Beverages: Ben Eyles
Marketing Manager, Asahi Super Dry (Australia): Marc Slater
Brand Manager, Asahi Super Dry (Australia): Gianni Cozzi
Creative Agencis: Havas London & Havas Australia
Packaging Design consultancy: Purple Design
Agency Production: Prose on Pixels
Media agency: Wavemaker
Director: ALASKA
Production Company: ICONOCLAST
Local Service Company: NAKAMA
Edit House: TenThree
