Asahi Super Dry lager has unveiled a ‘Seek, Find & Win’ competition across retail and the on trade with thousands of prizes, including complimentary pints, and exclusive merchandise, as well as trips to the brand’s homeland of Japan.
‘Seek, Find & Win’ is a multi-million-pound campaign aligned to Asahi Super Dry’s new global brand platform, Seek What Is Unique. The campaign sees Asahi Super Dry roll out a new limited-edition can & bottle design – encouraging shoppers to ‘Seek, Find & Win’ prizes designed by multimedia artist Hisham Akira Bharoocha.
Bharoocha’s design will be rolled out across 1 million packs of Asahi Super Dry – 12x330ml bottle and 4x440ml can packs, as well as Asahi Super Dry 0.0% 4x330ml can packs.
UK consumers who discover the unique bottle or can in these packs will win one of several trips to Tokyo, Japan with a guest. Bharoocha’s creative designs and innovative packaging concept will also include exclusive POS and merchandise.
‘Seek, Find & Win’ will also be present in the on-trade, where consumers will be challenged to find tokens in an AR digital world, in all Asahi Super Dry draught stockists. Prizes include merchandise, pre-loaded credit cards to be redeemed on pints, and one of four trips to Tokyo. The brand will give away up to 10,000 pints via these credit cards across England, Wales and Northern Ireland by the time the activation ends in September. In Scotland, there will be hundreds of merchandise prizes available, as well as the trips to Tokyo.
The campaign will be supported by social and online video until the end of September.
