Award: EFFECTIVENESS \ E02. Best Brand Strategy

ASAHI BREWERIES launched a campaign to transform its e-commerce site from a simple sales channel into an “engagement platform” to address the relative weakness of its sub-brands compared to “Super Dry”. Rather than planning products based on fictional “personas,” the ASAHI FANTASY DEVELOPMENT LAB develops products rooted in the personal “obsessions” of individual employees. This strategy successfully taps into Japan’s unique “fan culture,” garnering authentic empathy and support.

The initiative features two core product lines: the “Fantasy Line,” which co-creates products through collaborations with celebrities, and the “Challenge Line,” which develops products like “SPICE BEER” (developed by a spicy food-loving employee) based on the niche obsessions of staff. By turning the development process into a narrative shared on YouTube and X (formerly Twitter), Asahi has created a seamless experience from content consumption to purchase.