Asahi Super Dry taps BLACKPINK as brand ambassador for regional campaign

Japanese beer brand Asahi Super Dry has appointed K-Pop sensation, BLACKPINK, as its Super Dry brand ambassador. This landmark partnership is strategically launching across five key markets in East Asia and represents the first occasion in which all members of BLACKPINK have been appointed as ambassadors for a beer brand. 

Spanning Japan, South Korea, Mainland China, Hong Kong, Taiwan and Mongolia, this appointment will play a key role in strengthening brand positioning, expanding brand awareness, and generating excitement.

Under the campaign slogan "BLACKPINK in your dry", Asahi Super Dry and BLACKPINK join forces to highlight the beer’s iconic crisp and refreshing taste profile while paying homage to the group’s iconic phrase.

Known for their trailblazing performances and electrifying global presence, BLACKPINK perfectly embodies the brand’s spirit - one that dares to go beyond the expected. Through this partnership, the artist’s dynamic personalities and fearless creativity, which have captivated fans worldwide, will infuse the brand with fresh, powerful energy, and propel the brand further on its journey of boldness and innovation.

Starting in July, the campaign will come to life with unique market-specific activations. Limited edition Super Dry products showcasing original BLACKPINK designs and promotional initiatives will be launched across the region, giving consumers the chance to win branded merchandise, such as an exclusive "Asahi Super Dry x BLACKPINK Original Ice-Cold Tumbler". Large-scale promotions and billboards in major cities will amplify the brand message across all touchpoints.

“This partnership marks a bold step forward in the Asahi Super Dry brand strategy across Asia. BLACKPINK represents the energy, edge, and global influence that aligns perfectly with our vision for the future. Together, we’ll deliver campaigns that not only capture attention but also connect deeply with our consumers’ evolving lifestyles and passions,” says Wakana Noma, head of beer marketing department, Asahi Breweries.

MARKETING-INTERACTIVE has reached out to Asahi Super Dry for more information.

Don't miss: Asahi Super Dry brings unexpected Lunar New Year celebrations to beer drinks

Earlier this year, Asahi Super Dry broke the mold by partnering with Japanese art project, TERADAMOKEI, to launch limited-edition Model Kit designed cans and packaging to celebrate Lunar New Year. 

TERADAMOKEI, an art project built on the craft of small paper Model Kits used for architectural models and dioramas, was established in 2011 by architect and designer Naoki Terada alongside Fukunaga Printing.  

TERADAMOKEI has successfully expanded the appeal of such kits beyond hobbyists, reshaping the Model Kit genre by designing kits that depict human scenes rather than machinery, while also swapping plastic components in favour of paper. 

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