Meet Lemon Man, Cass Beer's new mascot

Korean beer brand Cass launched a new brand platform called ‘Squeeze More Joy’ to invite Koreans to “find humour and refreshment” in life’s unexpected moments. The platform is centered by Lemon Man, a citrus mascot of Cass’ Lemon Squeeze range. 

In the campaign film, Lemon Man is played by Moon Sang-Hoon, who is best known for his standout roles in Netflix hits D.P. (2021) and Extraordinary Attorney Woo (2022), Lemon Man is said to be a “magnet for hilariously awkward, squeezy situations”. In one of the three short launch films, he finds himself squashed between two lovers rushing in for a passionate kiss.

“We created Squeeze More Joy to add a shot of lightness and dopamine to people’s everyday routines,” says Yen Se, national brands VP at AB InBev Korea. “Lemon Man might have the worst luck, but his misadventures remind us that life’s little moments can still make you smile.”

Carlos Camacho, creative chief of GUT Asia, adds, “We wanted a character you can laugh at and root for. He’s sweet, silly, and just the right amount of sour.”

Developed by Gut Asia and launched in Korea, the campaign rolls out across digital, social, and OOH.

Campaign's take:  Brand mascots may be a relic of the past, but Gut’s Lemon Man is a refreshing twist on the classic formula—sweet, silly, and just the right amount of sour. He’s proof that sometimes, life’s little squeezes are exactly what we need.
CREDITS