Japanese beer brand taps into 'spirit of discovery' in new campaign

Top Japanese beer Asahi Super Dry is encouraging drinkers to sample the delights of "karakuchi" in its first global marketing campaign.

The brand's new integrated campaign, Discovery Is Calling, aims to pique consumers' curiosity about Asahi Super Dry's offering and its distinctive dry, crisp taste - known locally as "karakuchi".

The campaign aims to capitalise on the urge for discovery which has been supressed across the world by the coronavirus pandemic, as well as on an increase in super premium lager sales during the global lockdown - up 12.4 per cent from March to June, according to Nielsen data.

Created by London-based dentsu mcgarrybowen and shot through Agile Films in the urban streets of Japan, the Discovery Is Calling campaign uses red light as a visual metaphor for curiosity and has generated more than 113 million impressions.

Daniel Grass, Asahi Super Dry global brand director, said: "In recent months, consumers have been faced with the most unprecedented of situations - the familiar has become increasingly unfamiliar and people have become passengers on a journey which has been completely out of their control. Through this social situation, people have also learnt the art of discovery, finding interesting new things to do, create, eat and drink to enrich their experiences and change the rhythm of repetition. We hope the spirit in which this campaign has been created will support that curiosity."

30 July 2020 - Bethany Whymark