Cass Brand Value Based Brand Proposition
History of Cass `Tok` Campaign
Revitalization of the Brand
Cass has been growing for the last 7 years to 4,713 KHL in 2006 LE and growth target for 2007 is 11%.
Challenge for Cass to sustain its growth is user base expansion from 19-29 young adults into 19-34 while converting Hite and OB users and maintaining current users, especially loyal users. Cass established itself as a badge brand for young adults (19-29), but aging population indicates decline of 20’s in next 5 to 10 years. Furthermore, Hite still dominates consumption among 30-39 year old users and Cass must win in 30’s to claim for a position of truly leading brand
In 2006, Cass launched Cass Ice Light to address this challenge of user base expansion by focusing on 30~39 year old Hite users who accept Cass Image, but rejects strong carbonation. Cass will continue look into new variant opportunities in 2007 and beyond
Hite stepped up their attack on Cass from Nov. ’06 with a new advertising campaign, a copycat of current Cass advertising campaign. Cass is strongly positioned as a young adult brand, and this new Hite campaign aims at enhancing youth relevancy for Hite