Asahi Super Dry, Rugby World Cup 2023
Brief:
Asahi Super Dry were the global partner and official beer sponsors for the Rugby World Cup held in France during September and October 2023.
As part of the VIP guest programme, the client wanted to host a variety of VIP hospitality welcome and pre-match events, held at different high-end locations across France.
The key objectives were to provide guests with a memorable and exciting experience, promote the product and immerse them into the newly rebranded Asahi Super Dry Silver World - the modern silver representing Asahi’s dry, crisp and refreshing taste.
Asahi Super Dry Silver World: Progression, contemporary, urban, Japan by night, changing light, modern, cool, clean, considered, curious, engaging.
My role:
As Event Lead for 10 x ‘out of stadium’ VIP guest welcome and pre-match events, I was responsible for the ideation, planning and execution of all event management and production aspects, and for overseeing the collaboration with Asahi’s technical team on the design/install the bars, and Asahi France on the distribution/ delivery of the product.
The serving of the product was also key, so it was imperative we incorporated the 45° angle pour, ensured that the product was served in glasses at the correct temperature/ cleaned to specific requirements, and the beer to head ratio was precise for all events. This was achieved by working closely with product experts from Asahi Group Holdings during the pre-event planning and onsite to provide live event training and supervision.
The launch and closing events were the client's ‘firework’ moments and comprised of high-profile talent Q&A’s, entertainment, premium catering and high-end production. For the launch we curated a live VJ performance, showcasing bespoke created Asahi Super Dry video content (using form, light, layering and texture) that aligned with both the brand and played alongside a curated DJ set in time to the music. In addition to this, we also designed and created several bespoke branded pieces. Both the digital content and branded items could be reused across multiple events, resulting in an effective use of budget and focus on sustainability, and consistent brand messaging.
End Result:
Whilst we remained harmonious in the key event style, we adapted each event to work within the respective venue environment, and introduced unique elements to make them all stand out events - such as displaying the Webb Ellis Cup.
We were successful in delivering a range of branded VIP experiences, at premium locations across Paris, Monaco and Nice, to the client spec and achieving the brief. Guests were fully immersed into an Asahi Super Dry Silver World and gifted memorable moments from their experience of attending RWC23 with Asahi Super Dry.
