Asahi Beer abolishes ‘image girl’ spokesmodel position, ending practice at big four brewers

Asahi Tremendous Dry has been on sale for 35 years, and for many of that point it’s been Japan’s best-selling brew. In January, although, Asahi revealed that it was altering the beer’s recipe for the primary time in its historical past, and now comes an enormous change in its advertising.

Since Asahi Tremendous Dry launched in 1987, the corporate has employed an annual “picture lady” to function a spokesmodel for the yr. The picture lady is mostly an up-and-coming mannequin/actress, and a few, similar to Norika Fujiwara, went on to main stardom within the leisure business. Asahi has now introduced, although, that it will likely be abolishing the picture lady a part of its advertising.

▼ The primary Asahi Tremendous Dry picture lady, Tomoko Yamaguchi, might be seen on the left.

Although not a devoted swimwear modeling gig, the picture ladies did function predominantly in Tremendous Dry’s advert campaigns in the summertime, when demand for beer is highest and competitors fiercest, which concerned posing in varied seasonal and seaside fashions, swimsuits included.

▼ Left: 2003 picture lady Aki Higashihara

Proper: 1998 picture lady Reiko Kojima

▼ 2018 picture lady Riho Asaka

With the coronavirus pandemic not hitting Japan in earnest till a couple of months into 2020, Riho Takada nonetheless served as picture lady for the yr. By the point 2021 rolled round, although, pandemic protocols and social distancing suggestions had been making the picture shoots and in-person promotional appearances related to the place increasingy tough to coordinate, and for the primary time since Asahi Tremendous Dry went in the marketplace, the model had no picture lady. That’s now going to be the everlasting scenario, as Asahi has stated “We’ve got made a complete choice to abolish [the image girl position],” with out additional clarification on the precise the explanation why at this level.

▼ Riho Takada, the thirty fourth, and ultimate, Asahi Beer picture lady.

Although Asahi wasn’t the one Japanese beer producer to make use of a picture lady, its rivals, Kirin, Suntory, and Sapporo, had already discontinued the advertising technique, and so with Asahi becoming a member of them, none of Japan’s 4 main breweries could have a picture lady any longer.

Supply: Abema Instances through Livedoor Information

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