Japanese beverage company Asahi has launched a $2.5 million ad campaign, its largest to date in Australia, for its Asahi Super Dry.
The advertisement tells a reverse Cinderella story of a woman’s quest to find the man who drinks Asahi.
It is Asahi Super Dry’s first ever TV appearance in Australia, and it is also the biggest investment into the Asahi Super Dry brand in this market since its introduction into Australia, according to its maker.
Michael Vousden, beer and cider marketing manager of Asahi Premium Beverages, a wholly owned Australian subsidiary of the beverage giant, said it sought to raise awareness and drive purchase consideration by educating the broader market about the Asahi Super Dry drinker.
“The classic Cinderella story is a story of a man on a quest to find his perfect woman – we thought this was a suitable metaphor to use to tell the story of Asahi, albeit with a significant twist. We are proud of the campaign and look forward to seeing it in market,” said Vousden.
The ad, which was introduced during the live broadcast on the weekend of the Bledisloe Cup on Network Ten, was produced and directed by integrated creative: media agency cummins&partners.
Watch it here.
