Asahi Super Dry has unveiled ‘Seek What Is Unique,’ the brand’s first global platform via Havas London in collaboration with Havas Creative Network agencies in Australia, Asia, and North America.
The campaign introduces a new global brand platform and tag line, ‘Seek What Is Unique’.
The campaign is Havas’s first work for the brand since being appointed as global creative agency for Asahi Super Dry outside of Japan in December 2024, following a competitive pitch.
The brand platform was brought to life via a 360-campaign, spanning all of Asahi Super Dry’s touchpoints. The platform has launched in Australia with a 30” film shot in the heart of Tokyo and directed by duo Alaska via production company Iconoclast.
The film follows a couple of friends on a night-time quest through Tokyo. The couple navigate neon streets, narrow alleys and skyline rooftops, before they finally discover a bar, with a unique musical act – a singing puffer fish.
3D billboards, including a 360 immersive cube installed in Sydney’s World Square will be bring the platform into city spaces.
The new platform includes influencer collaborations showcasing Melbourne’s fashion culture and Sydney’s food and arts scene.
In January 2026, Asahi Super Dry will take centre court at the Australian Open as the major beer partner, featuring a ‘Seek What Is Unique’ bar experience on the Grand Slam Oval and a trade precinct takeover.
Alongside the brand platform, a new design system has been created for Asahi Super Dry. The new brand world encompasses Asahi Super Dry’s visual identity including a new colour palette, graphic system, tone of voice and product photography.
“Our latest brand platform marks a confident and bold step forward in our global brand journey to drive growth. We are celebrating the unique taste of the No.1 Japanese beer as well as the unique culture of modern Japan, tapping into relevant consumer trends, through originality, modernity, and the spirit of discovery – all in pursuit of our goal for Asahi Super Dry to become a modern Japanese icon,” Małgorzata Lubelska, global and category brand director, Asahi Europe and International, said.
“Asahi Super Dry is a genuinely unique beer, in the way it is made and its taste experience. We are honouring that with a cinematic adventure set in the unique and iconic city of Tokyo – blending modern aesthetic with traditional roots - just like the brand itself,” Mark Whelan, chairman & UK group chief creative officer, Havas UK, added.
“‘Seek What Is Unique’ is a celebration of what makes Asahi Super Dry a standout in Australia. We’ve seen phenomenal growth locally, with Aussies embracing the crisp taste and modern Japanese edge that sets it apart,” Ben Eyles, head of beer, Asahi Beverages said.
“This new platform brings that uniqueness to life in bold, immersive ways—from 3D billboards and influencer-led storytelling to a major presence at the Australian Open, the campaign is designed to connect with consumers seeking originality and discovery,” Eyles added.
Credits:
Project name: ASAHI SUPER DRY – SEEK WHAT IS UNIQUE
Asahi Super Dry, Global
Malgorzata Lubelska, Category and Global Brands CMO, Asahi Super Dry
Andy Box, Global Head of Brand, Asahi Super Dry
Marianne Caicedo, Global Senior Marketing Manager, Asahi Super Dry
Alice Garton, Global Senior Brand Manager, Asahi Super Dry
Alice Hodgson, Global Senior Brand Manager, Asahi Super Dry
Asahi Super Dry, Australia
Head of Beer, Asahi Beverages Ben Eyles
Marketing Manager, Asahi Super Dry (Australia) Marc Slater
Brand Manager, Asahi Super Dry (Australia) Gianni Cozzi
Creative Agency: Havas London and Havas Australia
Packaging Design consultancy: Purple Design
Agency Production: Prose on Pixels
Media agency: Wavemaker
Director – ALASKA
Production Company – ICONOCLAST
Local Service Company – NAKAMA
Edit House: TenThree
