The Challenge
Bring JINRO’s toad mascot, Doo Ggu Bee, to life in a way that connects with young adult audiences (of legal drinking age) and cements him as a memorable cultural character.
Our Mission: Create a series of entertaining, shareable moments that go beyond product promotion, turning Doo Ggu Bee into a social media personality fans can’t wait to follow and interact with.
Our Strategy
We transformed Doo Ggu Bee from an unassuming mascot into a true social character by creating playful, culturally relevant content that kept fans engaged and coming back for more.
Whether he's stirring up mischief, sharing a laugh, or out celebrating life with Soju & friends, every moment highlights Doo Ggu Bee’s fun-loving spirit and deepens the brand’s connection with its audience.
HOPPING ON THE TRENDS
🐸 click or tap on each phone screen to play the video 🐸
DOO GGU BEE’S NIGHT OUT
Karaoke Night
The Ladies’ Room
(coming soon)
Saint Patricks Day
(click image to play video)
LET’S SHOW OUR FANS HOW TO PLAY THIS POPULAR KOREAN DRINKING GAME, APT!
TEAM:
CD | Vince Murray
ECD | Bob Rayburn
CCO | Jason Sperling
Copy | Gene Augusto
AD | Rio Bregman & Skyler Gregerson
Design | Rio Bregman & Skyler Gregerson
Video Editing | Rio Bregman
Agency | INNOCEAN USA