Who’s got the biggest mouth for free beer in Seoul?

South Korean beer brand Cass, in partnership with agency Cheil, has launched the "Wide Cup"—a quirky competition measuring who can open their mouth the widest while cheering.

The experiential campaign aims to build excitement for the global football championship under the tagline, "The moment 50 million become real."

While major football matches are traditionally enjoyed over an evening beer, this year’s tournament marks a historic first: all of South Korea’s group-stage matches are scheduled for weekday mornings.

To keep the collective spirit alive, Cass is partnering with local pubs across Seoul to open early on match days. At these official viewing parties, Cass is hosting the Wide Cup event, using AI technology to measure the exact size of fans' mouths as they cheer. For every millimeter recorded, participants win one can of the brand's flagship non-alcoholic brew, Cass Zero.

The stakes extend beyond free beverages. The most passionate fan reactions from each group match will be transformed into outdoor advertisements displayed across Seoul through mid-July, turning everyday consumers into the faces of Cass’s latest OOH campaign.

The inaugural Wide Cup drew 220 participants. The top six winners—including a first-place champion who clocked a record-breaking 79mm mouth opening—took home a combined 411 cans of Cass Zero and secured their spots on upcoming Seoul billboards. The activation will return for the remaining two group-stage matches.

To scale the campaign nationwide, Cass is launching a parallel social media drive. Fans watching from any location can participate by uploading their cheering photos to Instagram using the hashtags #CASSZERO and #WIDECUP for a chance to win a supply of Cass Zero proportional to their mouth size.

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.”

MARKETING-INTERACTIVE has reached out to Cheil for more information. 

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