Staff Reporters
May 20, 2025

Meet Lemon Man, Cass Beer's new mascot

In its latest work since opening a new Singapore office, GUT unveils a brand platform for Korean beer Cass, spotlighting its lemony range.

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

Client: CASS
 
GUT:
Chief Creative Officer: Carlos Camacho
Creative Director: Meyvi Wedelia
Creative Director: Gus Sung
Assoc. 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 and Post-Production
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
Motion Graphics: Quinho Guimarães
Comp Artist: Lorenzo Bianchi Góes
Editor: Anderson Virino
3D Modeler: Eric Henrique Pereira 
Production Coordinator: Daniel Barbieri
 

 

Source:
Campaign Asia

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