Japan – Asahi Super Dry has launched a new global brand platform and tagline, “Seek What Is Unique,” marking its first major campaign under global creative agency Havas.
Developed by Havas London in collaboration with Havas Creative Network agencies across Australia, Asia, and North America, the platform highlights the beer’s distinctive brewing process and its crisp, refreshing ‘Karakuchi’ taste. It also aims to connect with Asahi’s “Experience Seeker” audience, who are described as those seeking originality and new experiences.
The campaign launches in Australia with a 30-second film shot in Tokyo by award-winning directing duo Alaska through production company Iconoclast. The spot follows two friends exploring the city’s mix of traditional and modern aesthetics before discovering a bar with a singing puffer fish act.
The 360-degree rollout includes 3D-enabled billboards such as an immersive cube installation at Sydney’s World Square, alongside influencer collaborations that highlight unique cultural experiences in Melbourne and Sydney. Asahi Super Dry will also feature as the major beer partner of the 2026 Australian Open, with an experiential bar and activation at the Grand Slam Oval.
A new global design system has also been introduced to unify Asahi Super Dry’s branding across markets, incorporating a refreshed visual identity, colour palette, graphic system, and tone of voice.
Małgorzata Lubelska, global and category brand director at 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.”
Meanwhile, Mark Whelan, chairman & UK group chief creative officer at 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.”
Lastly, Ben Eyles, head of beer at Asahi Beverages, said, “‘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 is Havas’ first work for Asahi Super Dry since being appointed as the brand’s global creative agency outside Japan in December 2024, following a competitive pitch.
