Flavoured beers are a hit with people of early drinking age. Madcap comedy is a hit with people of early drinking age. Oriental Brewery’s Cass Lemon Squeeze (that launched in 2023) added an 0.0 variant in November, making it a hit with people of early drinking age, who are leading the alcohol-free trend. GUT Asia added madcap comedy to its new campaign for Cass Lemon Squeeze. The hilariously unfortunate misadventures of Lemon Man have what it takes to make Cass Lemon Squeeze’s the go-to flavoured beer.
Lemon Man gest squeezed literally. It’s zany, unexpected and fun – inviting Koreans to fund humour and refreshment in life’s unexpected moments – and everything the brand platform, Squeeze More Joy, stands for.
Actor, Moon Sang-Hoon, best known for his standout roles in Netflix hits D.P. (2021) and Extraordinary Attorney Woo (2022), plays Lemon Man, an unlucky citrus with a knack for getting caught in hilariously awkward, squeezy situations. Each of the three launch spots follows his ongoing misadventures.
“We created Squeeze More Joy to bring a shot of lightness and dopamine to people’s everyday routines,” stated Yen Se, national brands VP, AB InBev Korea. “Lemon Man may not have the best luck, but his misadventures are a reminder that life’s little moments can still make you smile.”
“We wanted a character you can laugh at and root for at the same time,” added Carlos Camacho, CCO of GUT Asia. “He’s sweet, silly, and just the right amount of sour.”
The campaign launched in Korea across digital, social, and OOH, with more Lemon Man moments to come in the near future.
Credits:
Client: CASS
Creative Agency: GUT Asia
Chief Creative Officer: Carlos Camacho
Creative Directors: Meyvi Wedelia & Gus Sung
Associate Creative Director: Ismael Crespo
Senior Copywriter: Ernest Chin
Art Director: Sixin Wu
Executive Producer: Monica Chang
Managing Director: Jessica Davey
Group Account Director: Liz Leow
Production & Post-Production: NIne Tailed Fox
Director: Yoo Sungjae (유성재)
DOP: Kim Inseok (김인석)
Producer: Danny Kang (강윤태), Robin Woo (우희성)
Photography: Son Youngbae (손영배)
Audio: Ghostbuster
Animation: BIG Studios
Creative VP: Ricardo Big Passos
Executive VP: Nelson Alves Neto
Project Manager & Producer: Marina Pilnik Portela
Creative Director: Thiago Mucci
FX Lead Artist: Lorenzo Bianchi Góes
FX Artist: Otávio Massarico
Render Artist: Julio Bonfante
Retoucher: Marcos Cardoso
Motion Graphics: Anderson Virino & Quinho Guimarães
Comp Artist: Lorenzo Bianchi Góes
Editor: Anderson Virino
3D Modeller: Eric Henrique Pereira
Production Coordinator: Daniel Barbieri
