Asahi Super Dry has launched a global brand platform, titled "Seek What Is Unique." This platform, co-created by Havas London and the Havas Creative Network across Asia, Australia, and North America, highlights Asahi Super Dry's signature refreshing "Karakuchi" flavor and unique brewing process.
At the heart of the campaign is a 90-second cinematic film shot in Tokyo. Directed by award-winning directing duo Alaska, it follows two friends on an adventure through the neon-drenched streets of Tokyo at night. Amidst the urban landscape, where tradition and modernity coexist, a singing pufferfish emerges as a symbol of the brand's commitment to uniqueness. Mark Whelan, Chief Creative Officer of Havas UK, said, "Asahi Super Dry is a truly unique beer, both in its craft and its taste, and this campaign visually captures that spirit, alongside the identity of Tokyo.".
‘"Seek What Is Unique" will be a 360-degree campaign spanning all channels, including digital, social media, TV, outdoor advertising, and retail. Initially launched in Australia and the UK, it is slated for global expansion, including the Asia-Pacific region, in 2026.
Along with this campaign, the brand also unveiled a new global design system. This effort aims to build a unified brand image worldwide through a refined color palette, flexible graphic system, and consistent tone and manner. It features a visual harmony of tradition and innovation, craftsmanship and modernity.
“This brand platform is a bold step forward in growing Asahi Super Dry into a global icon representing modern Japan,” said Malgozata Lubelska, brand director for Asahi Europe and International. “It will convey individuality and the joy of discovery through its unique taste and contemporary Japanese culture.”.
This campaign marks Havas's first work since being appointed as the global creative agency for Asahi Super Dry outside of Japan in late 2024. It embodies the brand's commitment to respecting tradition while establishing a distinct presence in the global premium beer market.
Asahi is also expanding its "Seek What Is Unique" universe offline. The "Unique Seekers" event, held in a secret London location, will feature an immersive experience reminiscent of scenes from the film, as well as a pufferfish-themed dining performance, "Adventures With A Pufferfish." Participants will enjoy a beer pairing course based on the signature flavors and aromas of Asahi Super Dry, allowing them to experience the brand's uniqueness with all five senses.
