Asahi hopes to convert young craft beer drinkers with its latest ad for Super Dry.
The ad is a dramatic departure from its previous campaigns and features a dystopian world where technology and traditional collide in scenes featuring a giant squid, robot geishas, warriors and salary men.
Michael Edmonds, GM of marketing at Asahi, told AdNews the ad resonated strongly with younger beer drinkers in early testing.
“We have seen big growth in craft beer and contemporary beer and brands like Asahi have to compete within that market, which is why we needed to create emotional resonance, particularly with the millennial audience who can be pretty fickle and have a large consideration,” he said.
“This campaign is a significant step forward for Asahi. Grain to glass ads still have their place, because there is a role for advertising like that, but we know that in the world so full of clutter, we really need to have creative power to break through.”
Edmond admitted it was difficult to get the ad across the line with the company’s Japanese counterparts, however, following some tweaks, it may now roll out in Japan later this year.
He also said it was “just the beginning” of an increased marketing spend for the brand.
The campaign will roll out across outdoor, TV and digital video this summer.
Watch the ad below:
