Oriental Brewery’s decision to cast singer-songwriter Yoo Hee-yeol in the hit TV commercial promoting its low-calorie beer Cass Light appears to be the key factor behind the drink’s success in this year’s summer beer market.
In addition to grabbing the attention of the so-called 2030 generation ― people in their 20s and 30s ― the company was able to successfully convey the message that cutting calories does not have to mean compromising on taste.
As the name suggests, its calorie content at about 27 calories per 100 milliliters, is more than 30 percent lower than that in the average beer.
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| Singer Yoo Hee-yeol (right), advertising model for OB’s low-calorie beer Cass Light. (OB) |
OB was able to go reduce the calories in the drink without undermining the taste by using sub-zero-temperature maturing technology combined with intensified fermentation methods, the beermaker said.
The company believes this technological edge, coupled with Yoo’s image, was responsible for a spike in sales.
According to market research firm Ipsos Korea, Cass Light gained 5.1 percent of the consumer preference in July, up 3.3 percentage points from March. Yoo’s ad, titled “A Light Taste That I Won’t Give Up,” was first aired in April.
Sales during the first half of the year also climbed 9.5 percent to 242 million boxes from 221 million boxes in the same period last year.
“Considering that Cass Light is sold solely for household consumption and excluded from mass distribution, the growth rate is quite remarkable,” said an OB official.
He also said that Yoo was chosen for his wily sense of humor, and that he proved to be an ideal match for Cass Light, which appeals to fun-seeking, trend-conscious younger drinkers.
By Bae Hyun-jung (tellme@heraldcorp.com)
