Cas said on the 14th that it unveiled a participatory ad event, "Cas Zero Refill Time," using the hydration break newly introduced at this World Cup. Cas is the only FIFA World Cup 2026™ official sponsor among domestic alcohol brands and the official partner of the Korea men's national soccer team.
The hydration break is a rest period that FIFA operates for about three minutes at the 22nd minute of the first half and the 22nd minute of the second half to maintain players' health and performance, and it was introduced for the first time at this World Cup.
During this time, players hydrate and regroup, and ads are aired on the broadcast screen.
Cas said it produced a new advertisement by using the ad slot granted only to FIFA World Cup official sponsors.
Cas aired a hydration break-tailored ad featuring actor Baek Hyun-jin, the brand model for the nonalcoholic beverage "Cas Zero." A QR code linking to the event page was displayed on the screen.
When viewers access the event page via the QR code, the "Cas Zero Refill Time" screen appears, and during the roughly three-minute hydration break they can take part in an event to receive a Cas Zero trial product. About 7,000 people participated in the first "Cas Zero Refill Time," held during the group-stage match between Korea and the Czech Republic.
An Oriental Brewery official said, "Because the hydration break is a time for players to regroup, Cas sought to make this a moment for consumers to continue the joy of the World Cup," adding, "As an official sponsor of the FIFA World Cup 2026™, we plan to share the World Cup fever with consumers through various online and offline programs during the remaining matches."
Meanwhile, Cas also released a World Cup commercial, "World Cup, the time we become our true selves," in May. Follow-up ads will be rolled out sequentially.
Cas also opened an experiential pop-up store, "Cas FIFA World Cup Fan Basecamp," near exit 11 of Gangnam Station. On days when the Korea men's national soccer team plays, major sports pubs and dining hot spots in Seoul and the greater metropolitan area will be operated as "Cass Viewing Pubs."