Asahi Super Dry, Japan’s No.1 beer, has launched its first global brand platform, Seek What Is Unique, through a 360 campaign created by Havas London and supported by Havas Creative Network agencies in Australia, Asia, and North America.
The campaign, which debuts in Australia today, celebrates Asahi Super Dry’s distinctive brewing process and signature Karakuchi taste. Targeting the brand’s “Experience Seeker” audience, it positions the beer as a modern Japanese icon for those pursuing originality and discovery.
At the centre of the platform is a 30-second film shot in Tokyo, directed by award-winning duo Alaska through Iconoclast. The cinematic piece follows two friends on a nocturnal adventure through the city’s neon streets, rooftops, and laneways before they encounter a unique live act (a singing puffer fish) in a hidden bar.
Beyond the film, the launch features 3D billboards, including an immersive cube installation in Sydney’s World Square. Influencer partnerships will highlight Melbourne’s fashion and Sydney’s food and arts scenes, encouraging Australians to “seek what is unique” in their own cities. The platform will also extend to the Australian Open 2026, where Asahi Super Dry will host an experiential bar on the Grand Slam Oval and activate across the tournament precinct as major beer partner.
A new global design system has been introduced alongside the platform, inspired by the contrast between Asahi’s craftsmanship and modern Japanese design. It encompasses the brand’s visual identity, colour palette, graphic system, tone of voice, and photography — bringing consistency to its communications worldwide.
Małgorzata Lubelska, Global and Category Brand Director, Asahi Europe and International, said: “Our latest brand platform marks a confident and bold step forward in our global brand journey. 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”
Mark Whelan, Chairman and UK Group Chief Creative Officer, 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.”
Ben Eyles, Head of Beer, Asahi Beverages, said: “‘Seek What Is Unique’ is a celebration of what makes Asahi Super Dry a standout in Australia. 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 the first work from Havas since being appointed Asahi Super Dry’s global creative agency outside Japan in December 2024 following a competitive pitch.
CREDITS
Project name: ASAHI SUPER DRY – SEEK WHAT IS UNIQUE
Asahi Super Dry, Global
Malgorzata Lubelska, Category and Global Brands CMO, Asahi Super Dry
Andy Box, Global Head of Brand, Asahi Super Dry
Marianne Caicedo, Global Senior Marketing Manager, Asahi Super Dry
Alice Garton, Global Senior Brand Manager, Asahi Super Dry
Alice Hodgson, Global Senior Brand Manager, Asahi Super Dry
Asahi Super Dry, Australia
Head of Beer, Asahi Beverages Ben Eyles
Marketing Manager, Asahi Super Dry (Australia) Marc Slater
Brand Manager, Asahi Super Dry (Australia) Gianni Cozzi
Creative Agency: Havas London and Havas Australia
Packaging Design consultancy: Purple Design
Agency Production: Prose on Pixels
Media agency: Wavemaker
Director – ALASKA
Production Company – ICONOCLAST
Local Service Company – NAKAMA
Edit House: TenThree