Cannes Lions

SUPER DRY BEER

DENTSU TEC, Tokyo / ASAHI BREWERIES / 2011

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Overview

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Overview

Execution

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.

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