Asahi Super Dry has launched its second Australian TV ad and aims to affirm the beers standard for quality and taste through the creative message 'Above All Else'.
Asahi Super Dry launched its latest integrated campaign yesterday, Sunday 6th September, on free-to-air and subscription TV.
The campaign focuses around the idea of 'Above All Else' and the beers standard for quality and taste since its debut in 1987 as Japan's first dry beer.
The newest campaign marks largest investment made by the brand for the Australian market to date and will be live until the end of 2015. 'Above All Else' will have extensive visibility on free-to-air and subscription TV including prime positioning across the debut of The Walking Dead season six, Spring Racing Carnival, Rugby World Cup and more.
Asahi Super Dry will also align 'Above All Else' with the highly anticipated release of 007 Spectre through the premiere on Sunday 8 November and extended screening across all Australian cinemas.
Michael Vousden, senior category manager – beer (Australia), said the intergrated campaign is a strong representation of the product and the brand, appropriately supporting Asahi's recent growth in the Australian market, now the 5th largest premium international beer brand by volume for the quarter.
"The ad, 'Above All Else', is a celebration of Asahi Super Dry. The creative asserts the products heritage, quality and taste and reinforces why Asahi Super Dry is one of Australia's favourite imported beers. Last quarter we saw Asahi Super Dry marked as one of the fastest growing brand in the top 10 Premium International brands, both by volume and value," Vousden said.
The campaign will run across cinema, print, outdoor, on and off premise, in-store and online over a four month period.
