Asahi emphasises the simplicity of draft beer in new campaign

Japanese beer and spirits company, Asahi is simplifying the method of having draft beer at home with the Asahi Super Dry 'Nama Jokki'.

To promote the drink, Asahi Super Dry worked with GOVT Singapore to produce a new campaign film for the product, comparing how easy it was to drink as compared to actual draft beer.  

The campaign video began by listing out all the necessary equipment typically needed for draught beer. Some of these items include a kegerator, beer faucet and a beer line which comes with a hefty price tag. 

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The video then provides an alternative, showcasing the Super Dry 'Nama Jokki' and how convenient it is to simply open the can, have it foam up and then to be able to enjoy it. 

“Lift, hold and enjoy. It’s as simple as that. Our latest campaign aims to democratise draft beer," said Meryl Ho, head of marketing, Asahi Beer Asia.

"We are proud of our Japanese roots and innovativeness, and wanted to showcase that in our latest campaign, and the agency has managed to deliver the brief in a manner that’s not only easy to understand, but insightful via the delivery of the scenes,” she added. 

“It’s a universal insight that when one has access to his or her first mouthful of draft beer, it ranks up there as one of the best feelings in the world." Aaron Koh, chief creative officer, GOVT Singapore, said.

Additionally, consumers can have a swig of the 'Nama Jokki' almost anywhere. "Whether it's long day at work, at the beach, or just anywhere that’s hot, sunny and humid," said Aaron Koh, chief creative officer, GOVT Singapore.

"Namajokki has changed that rhetoric, and that’s what we wanted to portray in our spot, the consumer’s exclamation of awesome-ness when taking the first swig of Namajokki,” he added. 

The Super Dry 'Nama Jokki' was first introduced in Singapore in January through FairPrice outlets. The brand previously presented various ways the self-foaming beer could be enjoyed through their social media pages.

Not only it was designed to be paired with multiple flavours and cuisines, but its fully openable top was also created to intensify the aroma and taste. 

After four years of development, the Super Dry 'Nama Jokki' aims to reinvent the take-home beer experience by creating a luxurious, creamy foam on top of the can when opened. It replicates the feeling of a draft beer freshly served from the tap in a bar or restaurant.

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