Asahi Beer
Change was needed to reach Asahi’s goal of being the #1 Japanese beer
in America — something new to encourage consumers to try their beer and to embrace it beyond being an occasional partner to Japanese food at a restaurant.
From niche to mainstream consumption, Asahi adopted an interlinked strategy of branded events, digital, and social media. A new website was built using proprietary imagery, flash animation and simple navigation, which reinforces Asahi Beer’s brand experience - Super Crisp and Super Clear. Social media channels were actively monitored and managed, which created an engaging conversation between
the brand and its fans.
Brand Website - Asahi Alive
Mobile Site
Alive Campaign Extension Ideas
On-Premise POP
Beauty Shots
Past Advertising Campaigns
Ah-Sah-Hee / Wah-Sah- Bee Campaign
The product name "Asahi" is often mispronounced as "Ah-Sah-Hi"
by many people who are not familiar with this Japanese beer brand.
To promote correct pronunciation of the name,
this "Ah-Sah-Hee / Wah-Sah- Bee" campaign was created
POP
Rising Sun Campaign
Asahi Beer U.S.A. wanted to create a campaign based on their
brand name “Asahi” meaning rising sun, we proposed a core campaign copy -
“The sun is rising tonight, make it an Asahi night.” to launch the campaign.
We also proposed a micro-site “followtherisingsun.com” to build more integrated campaign. Both on-prenise and off-premise POP items are also created.
Launching a new product
to two audiences
When Asahi Beer decided to launch a new amber beer in the US, it wanted to
do so to both its core Japanese market and a limited launch into the general market. Consumer insights dictated that in this category, those two markets
had very different creative and messaging needs. We simultaneously developed
two unique campaigns—a bold tone and manner for the general market audience, and a softer more informational version for the Japanese market.
Off-Premise POP
