Brief Explanation

The goal of Asahi Super Dry in its marketing campaign was to secure “No. 1 position in the import beer market in Korea” with some 200 beer brands competing with one another. Having evolved from the previous campaigns(Conditions for relaxation) focused on “educating” consumers on the exact meaning of “Angel Ring”, the 2014 campaign(Having a drink after work) used a symbol in the creative, which is designed for consumers to recall an Angel Ring in an easy and fun way, while maintaining the concept of “premium quality beer that forms an Angel Ring”, a strong equity of the Asahi brand. *** Angel Ring: White beer foam or lacing that is left over on the glass after you take a drink In order for consumers to recall an Angel Ring on beer more easily and clearly, a visual hand gesture called “Angel’s Motion” was developed, which plays a prominent role in the TV commercial.