Asahi Super Dry returned to Singapore with a new recipe, a new look and a new operating company. The ambition was bigger than a relaunch: to challenge how Singapore experienced beer and give the trade a reason to buy into Asahi.

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So instead of another sales pitch, The Art of Taste turned the trade show into the product itself. A 15 day experience that doubled as a real life sales kit, reimagining how beer could be experienced across bars, coffeeshops and supermarkets.

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From redesigned beer towers and drinking games to motion activated shelves and an immersive journey through the Asahi brewing process, every touchpoint brought the brand’s Japanese approach to beer to life.

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One highlight was a flash activated promotional poster. The offer was invisible to the naked eye, but appeared on your phone screen when photographed with flash, unlocking a special price for a pint of Asahi.