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Asahi Super Dry Cleaner
The Ask
To bring a Tokyo-inspired nightlife experience to Toronto, giving consumers the opportunity to immerse themselves in the high-energy spirit of Tokyo’s vibrant night scene. By popping up in the middle of Toronto on the Ossington Strip, we created a memorable, beyond expected experience that connected Asahi Super Dry to Toronto’s trend-setting audience in an unforgettable way.
The Approach
To bring a beyond expected experience to Toronto, Asahi Super Dry transformed an ordinary dry cleaner into an extraordinary destination that brought the clean, crisp, and super dry taste of Japan’s No. 1 beer to life. What appeared to be a typical storefront wasn’t what it seemed—stepping behind the counter revealed a world inspired by Tokyo after dark, reimagined for Toronto. Guests were invited to enjoy the crisp taste of Asahi Super Dry and Asahi Super Dry 0.0%, paired with Japanese-inspired street food from Hanmoto. Nightly performances by DJ Young Teesh and DJ Bambii captured the high-energy spirit of Tokyo’s nightlife, rounding out an immersive brand experience that concluded with guests receiving exclusive, limited-edition “dry cleaning” merch on their way out.
The POMP
1 MEDIA & INFLUENCER LAUNCH PARTY
134 MEDIA AND INFLUENCER GUESTS
2 PAID INFLUENCERS
5 OUT OF HOME/WILD POSTING ADVERTISEMENTS AROUND THE CITY
3 CONSUMER EVENTS
1,236 GUESTS EXPERIENCED ASAHI SUPER DRY FIRST HAND
912 BOTTLES OF ASAHI SUPER DRY SAMPLED
984 CANS OF ASAHI SUPER DRY 0.0% SAMPLED
825 DRAUGHT POURS SAMPLED
394 PIECES OF SOCIAL CONTENT GENERATING 8,515,429 IMPRESSIONS
18 PIECES OF MEDIA COVERAGE DRIVING 1,678,700 IMPRESSIONS
10,194,129 TOTAL PROGRAM IMPRESSIONS ACROSS EARNED AND PAID MEDIA
300+ NEW FOLLOWERS ON INSTAGRAM DURING THE ROLLOUT PERIOD
161,158 VIEWS AND OVER 2,000 ENGAGEMENTS GENERATED ACROSS PAID AND ORGANIC CONTENT
7,000 PROFILE VISITS DIRECTLY FROM CAMPAIGN POSTS
1 NEW ON-PREMISE ACCOUNT GAINED