Asahi revamps flagship Asahi Super Dry logo and look, launches biggest ever ad investment

Asahi Group will renew its flagship brand, Asahi Super Dry, for the first time since its launch in 1987. Aside from tweaking the recipe for the beer, Asahi Group will also revamp the packaging and communication of the Asahi Super Dry brand. This will include a redesign of its logo and design.

According to the company, the move comes as the Japanese domestic market faces a difficult time to differentiate 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 will combine 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".

From March to October, the group will also develop mobile concept cars in major cities nationwide that allows consumers to experience the "Super Dry Museum" in the Ibaraki Plant. This will be in addition to a factory tour that utilises virtual reality (VR) technology for consumers to sample "freshly made factory" "super dry" and "sub-zero super dry" "extra cold" within three days after manufacturing.

With these new improvements, the group hopes to let consumers “experience the world view of the brand with all five senses”. TVCs and working with YouTube content creators will also be a part of the brands strategy to promote the consumption of the "New Super Dry" . The statement added that by fully renewing "Super Dry" and developing various sales promotion activities, the group hopes to revitalise beer demand by 2026.

Photo courtesy: 123RF 

Related articles: 
Asahi helps Malaysians discover various facets of Tokyo with new packaging