What is the story about?
What's Happening?
Asahi Super Dry's global CMO, Malgorzata Lubelska, has announced the launch of a new global platform aimed at creating a consistent and distinctive brand identity. The 'Seek What is Unique' platform emphasizes Asahi's unique liquid and Japanese roots, aiming to make the brand instantly recognizable across various markets. The initiative includes a new design system to ensure consistency in brand colors and identity globally. Lubelska highlights the importance of distinctiveness in a crowded market, where brands compete not only with other beer brands but also with celebrities and media channels for consumer attention.
Why It's Important?
The launch of Asahi's global platform is significant for the beer industry as it highlights the growing importance of brand distinctiveness and consistency in a competitive market. By creating a recognizable identity, Asahi aims to strengthen its position in the premium beer segment, which is experiencing growth as consumers shift towards more premium and unique products. This move could influence other brands to prioritize long-term consistency and distinctiveness in their marketing strategies, potentially reshaping industry standards and consumer expectations.
What's Next?
Asahi plans to roll out the 'Seek What is Unique' platform globally, starting with the UK and Australia. The brand aims to leverage its Japanese heritage and unique product characteristics to enhance its market share and brand relevance. The initiative will be supported by partnerships and collaborations, including sponsorships in sports and other passion points. Asahi's focus on premium and non-alcoholic beer segments aligns with consumer trends towards moderation and unique experiences, positioning the brand for future growth.
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