Tiger Beer inspires unapologetically Singaporean pride in new campaign

Singapore – Tiger Beer, alongside independent creative agency :Teeth, has launched a new campaign highlighting the true spirit of Singapore through a unique and culturally insightful lens.

Tiger’s “Our Roar, Our Way” is a bold new film that challenges the stereotypical view of Singaporeans and instead embraces the quiet, confident strength that defines the nation. The campaign goes beyond just a brand message – it’s a celebration of Singapore’s authentic spirit, and we’ve captured it through real, culturally resonant moments that locals can truly understand and be proud of. 

Whether it’s the way we go all out for the people we love, express ourselves in unexpected ways, or fuse tradition with modernity, this film is a powerful reminder that no one defines us but ourselves.

Backed by a high-energy, locally produced soundtrack featuring Singaporean rapper Aditya Mirchandi Rodrigues (aka dani.kidd0), and directed by up-and-coming Singaporean Director Salihin Ramli, the film goes to great length to capture local nuances.  

Gerald Yeo, marketing director at Asia Pacific Breweries Singapore, said, “Tiger has been a Singaporean icon for generations, progressing alongside the nation while staying true to our rich heritage. Our values have always been intertwined with Singapore’s spirit. Our Roar Our Way brings out those shared values – Courage, Optimism and Respect and owns them in our own Singaporean way.”

He added, “We created a local brand platform that positions Tiger as an ally who gets you and the pressure you face as a Singaporean. Whether you are a Gen Z, Millennial, Gen X. It’s the start of a very big year for us, built around SG60.” 

Meanwhile, Stephen Kyriakou, creative director at :Teeth, commented, “Many have a stereotypical view of Singapore. But the culture here runs much deeper than MBS, Gardens by the Bay and Orchard Road.  I have lived here for 30 years and there are still things that separate me and a true Singaporean. It was important to reflect that.”

Lastly, Diego Barboza, creative director at :Teeth, commented, “We worked especially closely with our local creatives, director and artists to make sure we showed Singapore through an insider’s lens. To look past the surface, and unveil that powerful, unspoken roar with authenticity.”