The core objective was to establish the brand as mainstream, a trendy alternative to the bottled lager category. This was to be achieved without alienating the cool people – the early adopters.
Asahi wanted to grow outside Japanese restaurants and onto supermarket shelves with wider distribution. Japanese culture has resurged in the UK off the back of cool brands like Yo! Sushi, Wagamama, Muji and Uniqlo. We wanted to show that Asahi was a fresh, premium beer that represented all that was ‘cool’ about Japan.
Results
Asahi wanted to grow outside Japanese restaurants and onto supermarket shelves with wider distribution. Japanese culture has resurged in the UK off the back of cool brands like Yo! Sushi, Wagamama, Muji and Uniqlo. We wanted to show that Asahi was a fresh, premium beer that represented all that was ‘cool’ about Japan.
Results
