Asahi Super Dry 0.0% Goes 'Beyond Expected' with Innovative Global Marketing Campaign

Japan’s No.1 beer and official beer of Rugby World Cup 2023 Asahi Super Dry; today announces the arrival of Asahi Super Dry 0.0%, through a striking new global marketing campaign across UK, Ireland, Australia, United States, Canada, France, Sweden and New Zealand.  Asahi Super Dry 0.0% will be distinguishable from its master brand, Asahi Super Dry, by its new prominent silver and blue branding.  A global marketing campaign will support the launch of Asahi Super Dry 0.0% and focus on digital video, out-of-home, and visibility in on and off premise venues. 

To support the introduction of the brand globally, partner agency, Trouble Maker, has developed a multichannel campaign for Asahi Super Dry 0.0%. Filmed in the heart of Tokyo (during an unexpected Typhoon, no less), the creative is an eye-catching journey through the product to showcase the unique, super dry taste and innovative spirit of modern Japan that lies at the heart of the product launch. With a social-first approach to the campaign this includes a thumb-stopping 15-second film as well as out-of-home and point-of-sale execution through the backdrop of modern Japan. Every second is designed to quickly grab consumer attention and encourage viewers to watch it again and again, to discover more about the product, brand and Japanese spirit.

New Asahi Super Dry 0.0% will offer consumers an alcohol-free version of the super-premium brand, Asahi Super Dry, with the same signature crisp, refreshing, super dry taste, that has led it to become the number one selling beer in Japan. The launch is a further step towards Asahi Europe & International’s Legacy 2030 ambition that 20% of its portfolio will comprise of alcohol-free products by the end of the decade, offering consumers more choice to suit different consumption patterns, preferences and occasions – whilst continuing to prioritize sustainable production and packaging methods. 

Diana Simon-Burns, global head of brand, Asahi Super Dry, commented on the launch: “The world of beer is changing. We know consumers are keen to moderate as they pursue a more balanced lifestyle, without sacrificing the premium taste of their favourite brands. Our research reveals that consumers are looking for premium alcohol-free alternatives that do not compromise on flavour and this is what Asahi Super Dry 0.0% delivers.”

Jonathan Fraser, chief strategy officer, Trouble Maker, adds: “We knew we weren’t first to the 0.0% category, and as such, we could avoid trying to explain a role for a 0.0% beer.  Asahi Super Dry has a core belief of pushing Beyond Expected, and just like the brand did in 1987, we wanted to show how the innovative spirit of modern Japan can lead to a product that shakes up the established norms.  This campaign is designed to land one clear message: This isn’t just another 0.0% beer. It’s Asahi’s unique Japanese super dry taste now at 0.0%.”