EXTRA COLD by Dentsu Inc. Tokyo for Hahn

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EXTRA COLD

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Industry Beers and Ciders
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Released May 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: ASAHI BREWERIES
Product/Service: SUPER DRY BEER
Agency: DENTSU
Date of First Appearance: May 21 2010
Entrant Company: DENTSU TEC, Tokyo, JAPAN
Media placement: TV - ALL - 21 May 2010

Describe the objective of the promotion.
With the core strategy of Asahi Super Dry's marketing goal for 2010, “gaining new users primarily in younger age groups,” the company proposed a new style of beer drinking called “Extra Cold.”

Describe how the promotion developed from concept to implementation.
During May-August, the peak period for beer sales, it opened a limited-time Extra Cold Bar in Ginza. Using the bar as a source for disseminating information, Asahi promoted this new style of drinking nationwide through various media. At the same time, it launched a giveaway campaign through which all entrants would receive an Extra Cold Cooler premium that allowed them to try Super Dry at sub-zero temperatures at home.

Explain why the method of promotion was most relevant to the product or service.
Asahi spent a year developing a totally original premium that would freeze refrigerator-cooled cans of Asahi Super Dry to “extra cold” temperatures of -2 to 0 degrees Celsius in three to five minutes. All entrants who sent in stickers from 48 cans would receive the gift.
Located in Ginza, the center of Japan, the bar displayed serving temperatures in real time on the outside, which was designed with the main visuals of the Extra Cold campaign. Within the standing-only bar, a carefully-designed execution allowed users to enjoy pouring their own Extra Cold in a special self-serve area unlike any typical bar, alongside a fully original food menu.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Though the declining trend continues in the beer market, sales of Super Dry for June-September matched or bested the previous year's sales for all four months – the first time in ten years this brand has cleared the previous year's performance for four consecutive months.
At the bar, the long lines outside every day led to a one-month extension of the project. Thanks to the scorching summer heat and massive media coverage, the Extra Cold bar became a new hot spot in Ginza and visitors totalled nearly 40,000, way above initial targets.
The giveaway campaign yielded nearly one million responses. This is actually equivalent to nearly one of every fifty households in Japan.