Asahi: Combining cultural insights and AI to solve the “mystery” of modern Japanese-ness

Asahi Super Dry, a lager brand, combined semiotic analysis and artificial intelligence to create research that identified an exciting new territory for the brand in Japan.

Campaign details

Brand: AsahiAgency: Crowd DNACountry: UK

Synopsis

The ambition for Asahi Super Dry

Asahi Super Dry (ASD) is Japan's #1 beer, with the ambitious goal of becoming the world's #1 super premium beer.

However, the brand is currently fragmented; at very different stages in different markets, with different positionings, campaigns and even different social media accounts. Although the Japanese provenance of ASD offers a significant point of difference, they wanted to find a single, authentic and globally compelling way of communicating it, which overcame predictable tropes and stereotypes and felt true to the extroverted...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands