The new Asahi Super Dry campaign is called Remastered by Japan

The new Asahi Super Dry campaign is called Remastered by Japan

Asahi has lined up its "biggest ever" marketing push for the Asahi Super Dry brand in the UK market.

The firm said this week that the initiative, called 'Remastered by Japan', includes outdoor and online advertising. A social media campaign will also highlight the newly-relaunched brand.

The brand is the official beer partner of Secret Cinema Presents Blade Runner - The Final Cut: A Secret Live Experience, which runs across 80 sites until the end of June.

"When we relaunched Asahi Super Dry earlier this year, we wanted to ensure its marketing would reflect the identity of the brand and put us at the heart of forward-thinking experiences, with a mix of Japanese culture," said Laura Mitchell, director of brand marketing at Asahi UK. "We strongly believe the 'Karakuchi' taste of Asahi Super Dry will make a huge impact, but it is equally important we pay homage to the brand's heritage and we are very excited to launch into the marketplace with a number of... activations."

Financial details behind the push were not disclosed.

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