Asahi Super Dry brings unique taste to Rugby World Cup 2023

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Asahi Super Dry is the official beer of Rugby World Cup 2023 as it launches an ad campaign by Made in Amsterdam, a creative studio working through-the-line with global brands.

Asahi Super Dry campaign

The multi-channel campaign, running across TV, Social, (D)OOH & Retail, aims to generate excitement and engagement among beer drinkers worldwide, showcasing the partnership between Asahi Super Dry and the prestigious global sporting event.

The collaboration between Made in Amsterdam and Asahi Super Dry focuses on capturing the inclusive nature of the sport, engaging fans across various platforms and places Asahi Super Dry’s uniquely refreshing super dry taste alongside its characteristic modern Japanese sensibility.

Asahi’s campaign features a TV ad that announces Asahi Super Dry’s arrival on the world stage and ties into the brand’s open minded, curious, and progressive view of the world.

This is supported by strategically placed digital out-of-home advertising, social content, all the way through to shopper experiences.

Speaking about the campaign Diana Simon-Bruns – Global Head of Brand, Asahi Super Dry, said: “As proud Worldwide Partner and Official Beer of Rugby World Cup 2023, we are excited to be the first Asian beer to ever be a global partner of Rugby World Cup.

“The campaign not only announces our partnership but celebrates the welcoming and inclusive nature of rugby.

“We’re excited to share the premium taste of Asahi Super Dry with 2.6 million fans who will attend matches in France, and welcoming and elevating the experience of 876 million fans following from home.

“It has been a huge effort from our team across the globe and our partner agencies. We are delighted with the campaign and look forward to sharing our unique Super Dry taste with fans around the world during Rugby World Cup 2023.”

Chris Friend, Managing Partner of Made in Amsterdam, said: “This has been a fantastic experience in an ongoing partnership with the team at Asahi Super Dry, who were committed to the idea of tapping into the inclusive nature of rugby. Asahi Super Dry is a truly unique beer and with Rugby World Cup 2023 we saw an opportunity to bring the brand closer to fans.

“Working with the director Hisashi Eto allowed us to shape the brand’s modern Japanese sensibility for a global audience.”