Asahi Super Dry, the Super Premium Japanese beer, has launched a significant outdoor and online advertising campaign, as well as embarking on a series of partnerships – including this weekend’s Arcadia Festival – that will see the beer at the forefront of immersive experiences across London this summer.

The ‘Remastered by Japan’ OOH campaign has been featuring on more than 600 digital road, rail and London Underground display sites this month, along with larger scale placements in prominent locations such as Shoreditch and Borough High Street.  A heavy-weight social media campaign will also run nationally, creating significant impact for the newly relaunched brand.

The brand has also signed a number of partnership deals which will see it featuring in a number of immersive experiential activations.

For the first time, Asahi Super Dry is the official beer partner of Secret Cinema Presents Blade Runner – The Final Cut: A Secret Live Experience. The 1982 cult classic, set in a dystopian world, explored themes that were way ahead of its time, aligning perfectly with the values of Asahi Super Dry as a progressively minded brand. There will be 80 secret live experiences running until the end of June.

The brand is also the lead beer at dotdotdot London’s latest release, VR experience Somnai, mixing live performance and multisensory elements with immersive technology, while this Bank Holiday weekend (May 5th and 6th) Asahi Super Dry will partner with Arcadia for its 10th anniversary spectacular.

In addition to the above, Asahi Super Dry will be celebrating summer with an array of music gigs and films at the Somerset House Summer Series and Film 4 Summer Screen across July and August.

Laura Mitchell, Director of Brand Marketing at Asahi UK Ltd, says: “When we relaunched Asahi Super Dry earlier this year, we wanted to ensure its marketing would reflect the identity of the brand and put us at the heart of forward-thinking experiences, with a mix of Japanese culture. We’re delighted to be partnering with some truly exciting experiences that feed consumer curiosity and showcase the brand in a contemporary manner.  We strongly believe the ‘Karakuchi’ taste of Asahi Super Dry will make a huge impact, but it is equally important we pay homage to the brand’s heritage and we are very excited to launch into the marketplace with a number of intriguing activations.”

Asahi UK Ltd. (formerly Miller Brands UK) is the UK subsidiary of Asahi Europe Ltd. Asahi UK Ltd. has responsibility for the development of the following Super Premium brands across the UK and Ireland: Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell, St Stefanus and Kozel.

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Viennese family-owned coffee company Julius Meinl is celebrating this year’s World Poetry Day on March 21^st with its fourth annual ‘Pay With A Poem’ initiative. Popular London establishments such as St James’ Theatre, Beaufort House Members Club, Manna Dew and The Pearson Room are confirmed to join the popular campaign.

Participating partner locations worldwide will offer consumers the chance to pay for a hot beverage with a handwritten poem. For 2017, the brand hopes to surpass the almost 100,000 people who put pen to paper during last year’s campaign.

Already, Julius Meinl-supplied cafés in 34 countries are on board, with the Netherlands and Singapore set to take part for the first time.

Speaking ahead of the launch, Julius Meinl’s CEO, Marcel Löffler added: “Pay With A Poem continues to grow year-on-year and so too does our commitment to poetry. It’s motivating to see so many of our partners in cafés, restaurants and hotels getting involved and experiencing the positive benefits of this initiative.”

Participating locations will be supported by a global integrated marketing campaign including dedicated digital, social, PR and experiential efforts. To drive maximum consumer impact, the brand has also developed an app featuring all participating locations. Registered partners will also receive flyers, door stickers and posters to announce the campaign.

The offer is being promoted on Julius Meinl’s Facebook page, and consumers are being encouraged to follow the initiative on social media via the hashtags #PayWithAPoem and #PoetryForChange.

Julius Meinl, established in 1862, is a fifth generation Austrian family company and positions itself as the global ambassador of Vienna’s coffee house culture for more than 150 years. It supplies restaurants and business customers in more than 70 countries and has 700 employees worldwide with total sales of €160million. Julius Meinl ranks among the top three premium coffee brands in over 40 countries and the company is the market leader in supplying hotels, restaurants and cafes in Austria, Central and Eastern Europe, the Adriatic coutries, Russia and Dubai.

World Poetry Day  was established by UNESCO (the United Nations Educational, Scientific and Cultural Organization) in 1999. The purpose of the day is to promote the reading, writing, publishing and teaching of poetry throughout the world and, as UNESCO says, to “give fresh recognition and impetus to national, regional and international poetry movements.”

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Sky Arts has appointed tpf to build and manage a website for a new series which tests the art knowledge of the British public.

Fake! The Great Masterpiece Challenge is based on a month-long national art competition which has seen seven masterpieces – all by celebrated British Artists – worth millions of pounds removed from the collections of galleries and museums around the UK and replaced with copies.

Throughout July, members of the public of all ages and experience have been invited to try and spot the seven copies hiding in plain sight on the walls of six galleries in Cardiff, Edinburgh, Liverpool, London and Manchester.

tpf has built the competition website skyartsfake.com, on which all seven displays are also available for investigation online, and where all entrants have to submit their guesses. In addition, the independent agency developed the creative that was used in the galleries.

Those who manage to correctly identify the ‘fakes’, stand the chance of being invited to take part in the series finale. The finalists will compete to win a specially commissioned copy of their very own. Only the museum curators, the production team from IWC Media and presenters Giles Coren and art historian Rose Balston know which pictures are real and which have been replaced.

Alex Gill, Head of Creative and Digital Development at tpf, said: “Fake! The Great Masterpiece Challenge is a brilliantly innovative piece of television, so we’re very proud to be involved with such an integral part of the show. All entries have to come via the website, while it also allows people to inspect the paintings if they can’t get to the galleries. We’re really looking forward to watching the show and seeing how people have done.”

tpf is an independent agency specialising in promotions, publicity and digital marketing in TV, sport and entertainment, visit tpf.london for further information.

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Hooper’s Alcoholic Fruit Brews is sponsoring the Summer Nights Film Festival, a series of outdoor screenings of popular films in heritage locations.

The 2016 season kicks off with The Martian at the RHS Gardens, Wisley on July 15th, and runs through until September 17th with a showing of Grease at the Blickling Estate in Norfolk.

Hooper’s will be providing a relaxed bar and picnic seating area, where attendees can try each of the six flavours of Hooper’s Alcoholic Fruit Brews.

The premium Ready-To-Drink range includes Cloudy Lemonade, Strawberry & Elderflower, Raspberry & Nettle, Dandelion & Burdock, Ginger Brew and Plum & Sloe.

Simon Green, Marketing Director of Global Brands which markets Hooper’s under license from owner Molson Coors, says: “Summer Nights Film Festival is a chance to enjoy the British summertime with Hooper’s refreshing, nostalgic flavours at beautiful English heritage sites. The events embrace Hooper’s #GreatBritishPicnic campaign to support new ways to enjoy the British summertime this year. We are incredibly excited to be exclusive drinks vendor, especially as this is the first year hospitality options have featured onsite.”

Hooper’s range of traditionally British alcoholic drinks was first launched by William Hooper in 1817 and re-launched in 2012.

Summer Nights is organised by QUAD, Derby’s Centre for Art and Film. Venues this year are: RHS Garden, Wisley, Surrey; Kedleston Hall, Derbyshire; Baddesley Clinton, Warwickshire; Nostell Priory, Yorkshire; Calke Abbey, Derbyshire; Eyam Hall, Derbyshire; Sheffield Park, Sussex; Hardwick Hall, Derbyshire; Wollaton Hall, Nottingham; Dunham Massey, Cheshire; Wallington, Northumberland; Belton House, Lincolnshire; Attingham Park, Shropshire; Blickling Estate, Norfolk.

With the exception of Wisley, owned by the Royal Horticultural Society, and Wollaton Hall, owned by Nottingham City Council, the venues are all run by the National Trust.

Films scheduled are a mix of classics and relatively new releases and include: The Martian, Dirty Dancing, Pretty Woman, The Lady In The Van, Star Wars: The Force Awakens; Mamma Mia; The Innocents; Spectre; Ghost; Mad Max: Fury Road; Robin Hood – Prince Of Thieves; The Dark Knight Rises; Grease; The Great Gatsby; Les Miserables; Top Gun; Grease.

Derbyshire-based Global Brands is the UK’s leading independent drinks brand development business. It owns, markets and/or distributes a collection of products across the RTD, premium soft drinks, spirits and beer categories internationally, including Hooper’s, VK, Hooch, Franklin & Sons premium soft drinks and tonics and Amigos Tequila Beer.

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