By Deborah Jackson, editor National Liquor News
Asahi Super Dry is making its largest investment in Australia to date with the 2016 Above All Else campaign, launching in September.
The integrated campaign will be visible across TV, followed by print, outdoor, on- and off-premise, in-store, online and content partnerships over a four month period.
The brand’s second Australian TVC will affirm the beers standard for quality and taste since its debut in 1987 as Japan’s first dry beer, through the creative Above All Else.
Above All Else is an idea that gives the Australian consumer the chance to explore the precision, passion and pride that goes into creating each and every Asahi Super Dry. The integrated campaign will reflect these values that makes Asahi Super Dry a globally renowned brand. The 2016 campaign will be the largest investment made by the brand for the Australian market to date and will be live until the end of 2016.
Michael Vousden, senior category manager – beer (Australia), said the integrated campaign is a strong representation of the product and the brand, appropriately supporting Asahi’s recent growth in the Australian market.
“The TVC, Above All Else, is a celebration of Asahi Super Dry. The creative asserts the products heritage, quality and taste and reinforces why Asahi Super Dry is one of Australia’s favourite imported beers,” Vousden said.