Developed in collaboration with Cheil Worldwide, the ‘Extremely Cool’ campaign aims to position 2X as the brand of choice for fashionable Korean drinkers aged 19 to 24. It centres on an original soundtrack and music video featuring popular local actor Minho Lee and Australian actress Jessica Gomez.
The club-themed soundtrack, performed by Lee himself, is downloadable online, along with a four-and-a-half minute video; the video is also being screened after 10 pm on terrestrial TV, according to a Korean law that prevents alcohol promotions during peak family viewing hours. The video is also the basis of a series of regular-length TV commercials. In addition, the brand’s website includes a video detailing the making of the video, while mobile users are able to download the soundtrack to their handsets. Further components include cinema and outdoor LED ads, and a club event next month.
“For young people, beer is not only about taste; it’s about style and culture,” noted Hui Kang Yea, a creative director from Cheil involved in the project. “It’s about style and culture. Beer is an important part of their clubbing culture. The brand name itself stands for ‘extreme, excusive, explosive’ - the main characteristics of the young generation. We hope that Cass 2X will be another way to help them express their passion.”
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