Asahi pushes exploration and curiosity in first campaign since acquisition of CUB

Asahi is encouraging consumers to pursue their curiosity for new experiences, leading into summer.

The campaign, from Dentsumcgarrybowen London, is the first for the brand since Asahi Premium Beverages took ownership of Carlton & United Breweries (CUB) in June.

The deal was first agreed to in July 2019 but was halted due to concerns from the Australian Competition and Consumer Commission (ACCC) about the share of the beer and cider market the acquisition would grant Asahi Beverages. Following Asahi’s divestment of the Strongbow, Bonamy’s and Little Green cider brands and the Stella Artois and Beck’s beer brands the ACCC announced it would allow the deal to go through.