Asahi

• 18+
• adventurous, curious, open-minded
• seeking for different tastes
  in international and local food &
  beverages

• Inform about the product
• Trial
• WOM & engagement

Discovery is an integral part of consumers who want to go beyond ordinary and explore new tastes and stories

The concept is based on the philosophy of fusion
cuisine, which is the mixture of different culinary
traditions into a single dish. In order to give to the
campaign the aesthetic of fusion, the elements of
tradition and modern life are combined. The primary
inspiration is the traditional Japanese culture that
derives from three elements: the sun, the plum and the
fan,which hide their own meanings. These symbols,
give to the audience the ability to explore the meaning
of each one and discover common attributes with
Asahi beer. Also, these symbols synthesize the
Karakuchi taste.