Asahi Super Dry, the fastest-growing premium lager brand, is encouraging premium beer lovers to ‘Seek, Find & Win’ this summer to claim a variety of prizes as a reward for their loyalty.
Thousands of prizes, including complimentary pints, and exclusive merchandise, as well as trips to Japan, are available.
Live from 20 July 2026, ‘Seek, Find & Win’ is a multi-million-pound campaign aligned to Asahi Super Dry’s new global brand platform, Seek What Is Unique, which guides premium beer drinkers to a more interesting side of life and encourages them to explore a world of colour, creativity and symbolism.
The campaign sees Asahi Super Dry roll out a new limited-edition can & bottle design – encouraging shoppers to ‘Seek, Find & Win’ prizes designed by multimedia artist Hisham Akira Bharoocha.
Bharoocha’s design will be rolled out across 1 million packs of Asahi Super Dry – 12x330ml bottle and 4x440ml can packs, as well as Asahi Super Dry 0.0% 4x330ml can packs.
UK consumers who discover the unique bottle or can in these packs will win one of several trips to Tokyo. Bharoocha’s creative designs and innovative packaging concept will also include exclusive PoS and merchandise to ensure Asahi Super Dry is unmissable in convenience stores and grocery retailers.
‘Seek, Find & Win’ will also be present in the on-trade, where consumers will be challenged to find tokens in an AR digital world, in all Asahi Super Dry draught stockists.
Prizes include merchandise, pre-loaded credit cards to be redeemed on pints, and one of four trips to Tokyo. The brand will give away up to 10,000 pints via these credit cards across England, Wales and Northern Ireland by the time the activation ends in September. In Scotland, there will be hundreds of merchandise prizes available, as well as the trips to Tokyo.
To launch ‘Seek, Find & Win’, the brand will debut an evolving Piccadilly Lights execution that translates Bharoocha’s distinctive creative world through generative AI, bringing his artistry and the brand’s values of uniqueness and expression to life at scale.
The campaign, created by Havas London and Prose on Pixels in collaboration with Bharoocha, will show more than 400 unique designs over the course of the week. This will be supported by additional outdoor advertising for the first week, alongside social and online video until the end of September.
Asahi Super Dry will also bring the campaign to life through ‘Asahi Seeks: Hidden Tokyo’, a Tokyo-inspired cultural experience inviting audiences to Seek, Find & Win. For one night only, this will engage with consumers through a live immersive backstreet environment, large-scale digital screens, evolving artwork, music programming and gamified discovery mechanics.
Rob Hobart, Marketing Director at Asahi UK, said: “Asahi Super Dry is built on daring to be different, and Seek What is Unique is a perfect way of showcasing that ethos. We’re thrilled to be giving back to our partners and consumers who have made Asahi Super Dry’s impressive double-digit growth possible in recent years, with a giveaway promotion that is guaranteed to engage our target audience and drive sales, profits and footfall.”