Asahi x Rugby World Cup 2023

My integrated campaign concept for Asahi highlights its refreshing taste and sports heritage, supporting the Japanese national rugby team and the Rugby World Cup 2023. The pop-up stand offers an interactive rugby-themed experience with augmented reality and competitions. Buying a beer enters customers into a competition for exclusive rugby access. Targeting the female market is a novel approach aimed at increasing Asahi's brand recognition. Focusing on female lifestyle activities positions Asahi in new settings, giving it a significant competitive advantage as no other brand targets this audience.