Asahi pushes exploration and curiosity in first campaign since acquisition of CUB

Asahi is encouraging consumers to pursue their curiosity for new experiences, leading into summer.

The campaign, from Dentsumcgarrybowen London, is the first for the brand since Asahi Premium Beverages took ownership of Carlton & United Breweries (CUB) in June.

The deal was first agreed to in July 2019 but was halted due to concerns from the Australian Competition and Consumer Commission (ACCC) about the share of the beer and cider market the acquisition would grant Asahi Beverages. Following Asahi’s divestment of the Strongbow, Bonamy’s and Little Green cider brands and the Stella Artois and Beck’s beer brands the ACCC announced it would allow the deal to go through.

In 2018, Asahi Beverages appointed The Monkeys to its creative account. The agency continues to work on local executions for the business. Meanwhile, Special Group, Clemenger BBDO Melbourne and TBWA Sydney work on CUB’s brands.

The campaign drew inspiration from the streets of Tokyo’s nightlife. It was created in collaboration between the Australian, Japanese and Global Asahi Super Dry teams.

Kym Bonollo, CUB’s head of international and craft beer, said: “No other company has a history of marketing beer in Australia like CUB. We’re thrilled to be the custodians of these incredible brands in Australia and be adding to their rich legacy in a small way with these new campaigns.”

Asahi’s campaign will run on TV, outdoor and digital.


Agency: Dentsumcgarrybowen London
Creative Team: Angus Macadam, Laura Mcgovern & Sarah Watson

Production Company: Agile Films
Director: Noah Harris

Kym Bonollo – Head of International Beer & Craft
Edwina Murphy – Marketing Manager, Asahi & Peroni
Grayson Cook – Brand Manager, Asahi
Shehan Ananthakumar – Brand Manager, Peroni


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