We needed to reinforce the Japanese authenticity of the ASAHI brand by bringing to life the brand messaging platform 'Open the Door to the Unknown' across three channels in a unique yet aligned way.
On-Premise 'Open the door to the weekend': The Japanese government recently launched "Premium Friday" - a campaign to stimulate consumer spending and combat long working hours by encouraging businesses to let their employees off at 3pm on the last Friday of every month. ASAHI was uniquely able to activate this Japanese phenomenon in NZ to create a unique ASAHI brand experience. We kitted out key ASAHI outlets nationwide with free ASAHI kegs, ASAHI Premium Friday POS and ASAHI staff uniforms. We then invited a workplace near each outlet to come down and enjoy free ASAHI Super Dry between 4-5 on the last Friday of the month.
Off-Premise 'Open the door to style': In Super Liquor we crafted the offer to appeal to younger shoppers: “Open the door to Tokyo with ASAHI - Be in to win a pair of custom-made Asics sneakers, plus an unforgettable weekend experience in the big smoke!”.
Grocery 'Open the door to Tokyo': The message was brought to life in Countdown with a promotional specific message to “Open the door to Tokyo with ASAHI! Be in to win a trip for two to explore the streets of Tokyo”.