Asahi Super Dry has partnered with acclaimed Canadian chef Susur Lee to create a limited-edition ramen designed to complement to the Japanese beer brand.
The collaboration is at the centre of Asahi’s new “Seeking the Unique” campaign, which invites Canadians to embrace Japanese culture, food and nightlife. The partnership will come to life through the launch of Lee’s Super Dry Ramen, alongside a series of hidden Tokyo Night-branded experiences across Toronto and Vancouver.
The LTO ramen will be unveiled at the chef’s Lee Restaurant in Toronto next month, with a competition now open on Asahi Super Dry’s Instagram page for diners to win tables at the launch event. Asahi Canada head of marketing in Canada Joy Ghosh tells strategy that the campaign and its partnerships were inspired by the Japanese philosophy that life is made up of a series of unrepeatable moments, such as unexpected places, flavours and experiences that stick in people’s memories.
“Tokyo was an important source of inspiration because it’s so central to the brand,” Ghosh says. “There’s a real opportunity to seek out new experiences in Tokyo, where some of the most memorable moments can be found behind an unassuming doorway, upstairs in a small building, or tucked away somewhere you might only find if you’re curious enough to look.”
The Tokyo Night bars and restaurants experiences, which feature curated DJs, elevated bites and beer tasting moments, kick off in Vancouver at Meo on Aug. 20 and in Toronto at Silent H on Aug. 22 and will continue across select restaurants in both cities into September. Horizon Media Canada also supported the campaign by leading the paid media buy for both the Susur Lee collaboration and Tokyo Nights experiences.
While Asahi’s primary goal for the campaign is to bolster brand awareness, Ghosh notes that the broader objective is to deepen what Asahi Super Dry means to Canadian consumers. Asahi remains the largest Japanese beer brand, but being a niche player in the Canadian market means, the brand is still looking to connect more strongly through moments that feel distinctive and memorable.
“We want Asahi Super Dry to show up in places and moments that feel relevant to Canadians and give them a reason to engage with the brand,” says Gosh. “For this collaboration with Susur, we also want to reach new, more discerning and food-oriented audiences, and translate that into meaningful trial through Tokyo Nights, where consumers can experience our brand world coming to life through the lens of our Tokyo heritage.”
– Image courtesy of Asahi Super Dry
