Emily Tan
May 15, 2012

Case Study: Cass Beer lobs viral beer bombs in Korea

SEOUL - Although already the top beer brand among South Korean youth, Cass wanted to cement its leadership. Teaming up with Cheil Worldwide, the beer maximised its popularity as a beer bomb mixer using a viral campaign.

wide player in 16:9 format. Used on article page for Campaign.

Background

While Cass has managed to retain its position as the favourite beer of young Koreans, its spot was being threatened by the increasing popularity of imported beers. 

Aim

To win young customers back and retain its top market share.

Execution

Teaming up with Cheil Worldwide, leverage a popular drinking culture in Korea called Poktanju, or 'bomb drink', which involves placing a shot glass of another alcohol inside a glass of beer. Cass beer is often the base of choice in these cocktails, thanks to its smoothness. To increase sales, Cass and Cheil decided to promote Poktanju by inventing "the Cass beer cocktail" a series of recipes involving intricate stunts. During the campaign, which ran from 14 February to 14 April, the agency made films which went viral on YouTube, held on-the-ground stunts and created a website that played host to the videos as well as fun beer-cocktail recipes and stunts.

Results

Cass retained its position as the favourite beer of Korean youth. The viral films drew more than 3.2 million views, the website more than 114,000 visitors and more than 167,000 views of user-generated-content. The Cass beer cocktail continues to be popular at bars, vacation spots and gatherings all over Korea. 

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