Asahi Super Dry – The New Formula Campaign

Asahi Super Dry has always been known for its bold approach to brewing, and in 2023 the brand introduced a refreshed formula designed to deliver an even smoother, more refined taste. With the launch of this new expression of Asahi Super Dry, the brand embraced its philosophy that breaking the rules is the norm — an attitude that resonates with the new generation of drinkers.

To connect with this audience, Asahi collaborated with rising male singer MC, who became the face of the campaign, inviting fans to explore the new taste and lifestyle Asahi represents. The collaboration emphasized not only the beer’s improved flavour profile but also its positioning as a bold, modern choice for summer refreshment.

Visual Matters was entrusted with bringing this vision to life — handling the entire video production process from concept to delivery. Our creative direction focused on aligning Asahi’s rebellious spirit with sleek, contemporary visuals, ensuring the film captured both the energy of the brand and the charisma of MC.

The final video served as a dynamic showcase of the new Asahi Super Dry: refreshing, stylish, and boundary-pushing, crafted to inspire audiences to experience beer in a whole new way.