Beer brand Cass partners with Cheil for the global tournament campaign honoring wide-mouthed football fans

Cass, South Korea’s best-selling beer brand, and Cheil are hosting the “Wide Cup,” a competition to see who opens their mouth the widest while watching the games, to promote the brand and build excitement for the global football championship.

Cass, the official partner of the South Korea National Football Team, is launching various consumer events and activations with the tagline “The Moment 50 Million Become Real.” The associated Wide Cup campaign establishes the brand as an essential part of collective celebration, while offering fans tangible rewards.

Football matches are usually watched in the evenings over a beer after work. However, for the first time in the big game’s history, all of the South Korean national team’s group matches are being held on weekday mornings. 

To provide a venue and atmosphere where people can gather and cheer on the team, Cass has brought forward the opening times of pubs across Seoul to create spaces for fans, and hosts the Wide Cup event on the days when South Korea plays to offer rewards matching the size of fans’ mouths.

At the viewing parties organized by Cass, pictures of fans cheering will be taken. Using AI technology, Cass will measure the size of their mouths on-site, and award one can of its flagship non-alcoholic beverage Cass Zero for every 1mm of mouth size. The more enthusiastically fans cheer, the greater the reward.

Furthermore, the most passionate fan reactions from every group match will be made into outdoor ads and displayed across Seoul throughout mid-July, giving consumers the chance to appear in Cass’ OOH campaign.

A total of 220 people took part in the first Wide Cup. The top six participants, including the first-place winner whose mouth opening measured a record 79mm, received a total of 411 cans of Cass Zero as prizes and are scheduled to appear in the Cass OOH. The Wide Cup is set to take place on the remaining two group match days.

The event will be supported by social campaigns. Fans can participate by taking photos of themselves watching the international football match and cheering on the national team wherever they are, and posting them on Instagram with hashtags #CASSZERO and #WIDECUP. Participants will be entered into a prize draw to win Cass Zero proportionate to the size of their mouth.

Hye-Yeon Seo, Vice President of Marketing at Oriental Brewery, maker of Cass, said: “As a big supporter of football fans around the world, Cass is committed to making the moments when people come together to celebrate even more special. We hope this campaign will enable consumers to experience the excitement of the world championship season up close and create a moment when 50 million become real as we cheer on the national team together.”

Source: Cheil

  Campaign, Cass, Cheil, football, Marketing, OOH, Oriental Brewery, Soccer, South Korea