Translating Asahi Super Dry’s ‘Karakuchi’ taste
The beauty of the Japanese language is that thousands of complex ideas can be expressed in a single word. ‘Karakuchi’ means ‘something that’s refreshing and dry at the same time’, capturing the beer’s unique taste.
Purple’s challenge was to explain this Karakuchi taste to a global audience using a language everyone understood. So we translated its complexity visually, with a powerful, textural expression of the super refreshing, super dry experience.
The campaign brought Karakuchi to life, urging inquisitive audiences to ‘Taste it to understand it’.
Integrated campaign | Moving image | Social content
“Being able to creatively translate the nuances of Japanese culture and making them accessible to a Western audience is tricky. Purple have brought a depth of meaning to the campaign that truly makes it stand out.”
79%
awareness, 18-34 year olds, London
11.1 mil
media impressions with 18-34 year olds
11
countries launched the campaign
Seco Herrerano
Brand world
Lacoste
Social media campaign