The main concept of the campaign was to add a new 'society contribution' value to the best selling beer in Japan for 12 consecutive years, which will also lead to a sales increase. This was done by running a nationwide campaign that donated part of its revenues to fund reservation and environmental protection activities for each prefecture in Japan.

The main concept was that 'Everyone’s Good taste' will lead to building a bright tomorrow for Japan.By drinking one can of Asahi Super Dry, consumers automatically donated 1yen to support environmental preservation for different projects and activities all over Japan (47 prefectures).

Special beer cans were designed for the campaign and were sold nationwide at the same time. In addition to this, a campaign using 47 types of newspaper ads, in-store POPs, and TV spots appealing the reservation and environmental protection done in all 47 prefectures, was launched.

Thanks to the contribution made by consumers, the total donation made in 2009 added up to over 680 million yen（7.4 million USD, making it the biggest amount of donations funded by an independent brand. The numbers showed that every adult in Japan purchased 7cans.Furthermore, this resulted in starting a new social movement for protecting and contributing to one’s local town, and building a bright future by drinking Asahi Super Dry.