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London-based
Asahi Beer Europe has launched a major new UK advertising campaign
for its premium lager, Asahi.
The campaign
features magazine, online, outdoor and rickshaw advertising and it is
the sixth year of Asahi advertising in the UK. The new adverts draw
on the Japanese cartoon style of manga in its designs, synonymous
with Asahi's contemporary image.
The adverts,
created by advertising agency nexus/h, show bottles of Asahi with
their labels peeled off to reveal pictures etched into the label
residue, including karate and manga images. Copy lines include 'A
refreshing kick' and 'Original Japanese cool' respectively.
Adverts will
appear in GQ magazine and on the GQ and FHM websites. They will also
be at underground stations and additional sites in London and
Brighton. Bugbugs (rickshaws) in London will be Asahi branded for the
duration of the campaign, which runs from April until July.
Asahi Beer
Europe director, Moto Suzuki said: "We are continuing to invest
in the brand which is enjoying an increase in sales. These new
designs emphasise the lager's image as a stylish, premium brand."
Asahi means
'Rising Sun' and is Japan's number one beer. Developed in 1987, it
was Japan's first karakuchi (dry) beer - the result of extensive
sociological research to produce a beer that was easy-to-drink, went
well with food and had a dry bite. |
