Agencies are lining up to pitch for the creative task of raising
the UK popularity of Asahi Super Dry, Japan's biggest-selling beer.
McCann-Erickson Windsor, the incumbent on the £1 million account,
has been invited to repitch, joining a shortlist likely to include
agencies that already have relationships with Asahi in Japan.
The review comes at the end of the first year that Asahi took over
direct responsibility for its UK marketing from Bass. McCann Windsor
took on the account last year from WCRS, a Bass roster shop.
Earlier this year, the brand launched a London-focused campaign aimed at
young, style-conscious drinkers under the theme: "Hold your tongue."
Universal McCann bought and planned the multimedia blitz, which targeted
clubbers through postcards, taxi receipts, radio commercials and
John Hackney, the McCann Windsor managing director, was confident the
agency would retain the business.
"We're going through a statutory review and are being asked to make
representations," he said. "But our existing work has performed well in
the market and we are developing it further. We fully expect to be
running the 'hold your tongue' campaign next year."
Asahi Super Dry has been a mainstay of Asahi sales and a huge
contributor to its profits since its introduction in 1987. Since then it
has gradually eroded Kirin's position as Japan's leading brewer.