Asahi launches beers with gadget giveaway

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[Tokyo] Asahi hopes to capture the attention of jaded Japanese consumers through their love of high-tech gadgets with a sweepstakes promotion to launch two beers, a sparkling malt drink called Asahi Hon Nama and Asahi Shin Nama beer. The top prize for 5,000 winners is a DVD Terezouko, a small beer refrigerator with a built-in TV monitor and DVD player. "In Japan many companies conduct sweepstakes promotions [because] new products seemingly come on to the market every day. Therefore, it is essential that a product has something extra on top of its features," said Mariko Fujimoto, spokeswoman for Hakuhodo, the Tokyo-based ad agency that developed the promotion for Japanese beverage giant Asahi. The campaign will run from April 8 to the end of June.
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