Cass & Onboard Group takes home two accolades at FMCG Asia Awards 2024

The company was honoured with the Campaign of the Year - South Korea and ESG Initiative of the Year - South Korea awards.

Leading beer brand Cass & Onboard Group has won two categories at the prestigious FMCG Asia Awards 2024, recognised for its commitment to fostering the spirit of togetherness and advocating for responsible driving.

The company bagged the Campaign of the Year - South Korea and ESG Initiative of the Year - South Korea accolades at the awards programme.

As the year comes to a close, Koreans are faced with overwhelming work and social obligations, sometimes causing them to miss meaningful moments with loved ones due to being busy. Recognising this challenge, Cass made sure no one would feel left out with the launch of the Cass Friend Summons project, which allows Koreans to “be present” at their peers’ parties through personalised cardboard cutouts.

To achieve this, Cass utilised a familiar advertising strategy in Korea – using cardboard cutouts featuring models.

“Traditionally associated with celebrity glamour, Cass transformed this concept into an accessible and enjoyable experience for everyday consumers. The campaign’s core idea was simple yet powerful: to recreate a sense of completeness in gatherings, even when someone is physically absent,” the company said.

Those who participated in the campaign voluntarily carried these cardboard cutouts through the streets of Seoul, turning them into brand ambassadors who generated significant organic visibility and cultivated an engaging atmosphere during parties.

Cass launched two Friend Summon flagship stores in Seoul’s most dynamic areas: Gangnam and Hongdae.

Korean youth — especially college students who are used to integrating absent friends into social gatherings via FaceTime and Instagram Live — easily connected with the campaign as they enjoyed tangible ways to be with friends even when they can’t attend gatherings in person.

By transforming a traditional advertising medium into an interactive and personalised experience, Cass tapped into the heart of what makes gatherings meaningful: the people. This human-centred approach, combined with the brand’s commitment to authenticity, positioned Cass as a brand that genuinely understands and values real connections.

The brand had successfully transformed 25,253 cardboards into walking billboards, reaching 9,089,940 people across Gangnam and Hongdae. There has also been a 1.84% increase in conversion rates compared to its top 2023 campaign.

The success of this campaign has led to Cass & Onboard Group winning Campaign of the Year - South Korea at the FMCG Asia Awards 2024. The brand was also given the ESG Initiative of the Year - South Korea for its Cass Promise Sticker campaign.

Seeking to tackle drunk driving, Cass provided children with kits to design vehicle stickers, pledging to prevent driving under the influence. Centred on family commitments, the campaign went beyond highlighting the risks of drinking under the influence and focussed on the psychological factors that contribute to this behaviour.

The sticker kits are designed for children, allowing parents to make promises to drink responsibly. Once the messages from their child are added to a car sticker, it will serve as a powerful motivation not to drink and drive.

Cass partnered with the Korea Traffic Broadcasting Network (TBN), local kindergartens, and popular kids’ park Kidzania to extend the campaign’s reach. Amongst 3,400 visitors to the park, 65.6% placed stickers on their vehicles and 89% of adults believed the stickers would be effective in discouraging drinking under the influence. As a result, 58% of respondents reported increased awareness of drinking under the influence.

By combining emotional appeals with strategic partnerships, Cass reinforced its message of responsible drinking and DUI prevention, aiming to make a significant impact on reducing incidents.

The FMCG Asia Awards, presented by Retail Asia, spotlights companies that have left a significant impact on the industry. It is a prestigious event that celebrates outstanding companies in the fast-moving consumer goods sector for their exceptional products and remarkable initiatives.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].