Asahi Promo REFRESHINGLY SUSTAINABLE by Dentsu Inc. Tokyo

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Industry Beers and Ciders
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Hitoshi Sato
Art Director Yusuke Akiba, Katsuya Mikami, Kazuhiro Maruyama
Designer Kengo Ogino, Junichi Mukai
Released March 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: SUPER DRY BEER
Agency: DENTSU
Date of First Appearance: Mar 20 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Account Director: Takeshi Sano (Dentsu)
Account Executive: Nobuto Murasawa (Dentsu)
Chief Planner: Junichiro Takeda (Dentsu)
Planner: Masaki Okabe (Dentsu)
Planner: Keisuke Sato (Dentsu)
: Yukihiro Kikuoka (Dentsu)
: Junichi Kawahara (Dentsu)
: Nobutaka Irie (Dentsu)
: Kenji Kataoka (Dentsu)
Account Executive: Hidetomo Kasseki (Dentsu)
Creative Director: Hitoshi Sato (Dentsu)
Art Director: Yusuke Akiba (Dentsu)
Copy Writer: Aya Ogino (Dentsu)
Chief Planner: Tomohisa Miwa (Dentsu)
Planner: Dan Doko (Dentsu)
: Yoko Yoshizawa (Dentsu)
Art Director: Katsuya Mikami (
Art Director: Kazuhiro Maruyama (
Designer: Junichi Mukai (
Designer: Kengo Ogino (
Media placement: Newspaper Ad - ASAHI,YOMIURI,etc - 25.April.2009
Media placement: TV Capaign - NTV,etc - 10.October,2009
Media placement: Train Ad - Tokyu Line,etc - 25.April.2009
Media placement: Product Package - Store - 20.March.2009
Media placement: POP - Store - 20.March.2009
Media placement: Internet - Official HomePage - 20.March.2009

Describe the objective of the promotion.
The big picture is that this was a nationwide brand campaign to promote “Asahi Super Dry” beer. The main concept is to add a new “society contribution” value which will lead to sale number increase. In detail, the promotion allowed consumers to contribute to their local society by buying a can of “Asahi Super Dry”.

Describe how the promotion developed from concept to implementation
A funding system which donates 1yen from each can of “Asahi Super Dry” purchased. This money will be used to preserve and protect the selected nature sites, environment, and heritages etc, for every prefecture in Japan (47 in total). Special beer cans were designed for the campaign and were sold nationwide at the same time. In addition to this, a campaign using 47 types of newspaper ads ,in-store POPs, and TV spots appealing for the preservation and environmental protection of all 47 prefectures, was launched.

Describe the success of the promotion with both client and consumer including some quantifiable results
Thanks to the contribution made by consumers, the total donation made in 2009 added up to over 680 million yen(7.4 million USD), making it the biggest donation funded by an independent brand. The numbers showed that every adult in Japan purchased 7cans. Furthermore, this resulted in starting a new social movement of protecting and contributing to one’s local town, and building a bright future by drinking “Asahi Super Dry”.

Explain why the method of promotion was most relevant to the product or service
This project, which donated part of its revenues to fund preservation and environmental protection activities for each prefecture in Japan benefited not only the consumers of Asahi beer, but also the children and future of Japan. In other words, it was an activity aimed to “establish a brighter and beautiful future for Japan” and its scale and wide range of social responsibility proved it was a worthy campaign for a brand, which has been the best selling beer in Japan for 12 consecutive years.