Asahi gives Malaysians a chance to win free experiential trip to Tokyo

Carlsberg Group's Asahi has launched its Discover Modern Tokyo Through Senses campaign, which aims to encourage beer lovers to challenge the ordinary and transport fans to explore the exciting senses and streets of Tokyo. Additionally, the campaign taps on the timely reopening of international borders in Japan by upping consumers' rewards, including a grand prize of a trip for two to Tokyo.

Held until August 2022, the campaign will allow consumers a chance to win the grand prize of a trip to Tokyo for two when they purchase RM20 worth of Asahi Super Dry at participating bars and pubs in a single receipt. In addition to having an authentic experience right in the heart of modern Japan, winners of the grand prize will also receive exclusive neon lights-inspired collectibles, including a limited edition colour-changing glass 

At the same time, the receipt entitles consumers to a special prize draw, where they stand to win a limited-edition Asahi Sense Tokyo t-shirt. The grand prize and special prize deals will also extend to supermarkets, hypermarkets, convenience stores and eCommerce stores, such as Shopee, Lazada and Pandamart, until September. Meanwhile, the limited edition colour-changing glass can be redeemed with the purchase of an eight-can cluster pack of Asahi Super Dry. A+M has reached out for additional information.

Stefano Clini, MD, Carlsberg Malaysia said, "Tokyo is one of the world’s most enigmatic cities, famed for its neon lights that represent excitement. Through this campaign, we want our consumers to live with this same spirit in mind, step out of their comfort zone and act on their desire to go beyond the ordinary." 

Asahi's latest campaign comes on the back of its successful Discover Tokyo campaign last year. The campaign featured a limited-edition can packaging to celebrate the food, art, fashion, and lifestyle of Tokyo via four videos. Its packaging shows the omnipresent and iconic kanji character 辛口 which stands for karakuchi, on a modernistic background. As the country continued to brace the challenges from the pandemic, it was not been easy for locals to travel and discover the aspects of Tokyo. In response to this, Asahi also released four videos on its YouTube channel which featured the Bonsai, Kimono, Hoshinoya and Wagashi 3D. The campaign ran until the end of this September nationwide.

Separately, Asahi Group renewed its flagship brand, Asahi Super Dry, for the first time last September, since its launch in 1987. Aside from tweaking the recipe for the beer, Asahi Group also revamped the packaging and communication of the Asahi Super Dry brand. This included a redesign of its logo and design.

According to the company then, the move came as the Japanese domestic market faced a difficult time differentiating products. It added that products with unique brand values tend to be selected, and through its packaging it hopes to reflect the change. The new packaging combines two types of silver, matte and metallic, to create a simpler and more sophisticated design. It added that by simplifying the design, the visibility of the "Asahi" logo and the "SUPER DRY" logo has been improved. 

Moreover, the new “dry" taste is achieved by designing a "dry curve" on the back of the can that visually expresses the message "new super dry start" and the characteristics of the taste of "super dry" in an easy-to-understand manner to appeal to consumers. The group also said this is one of its largest advertising investment in its history. The campaign will kick off around March to coincide with the anniversary of "Super Dry".

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