Marketing Featured APAC

Tiger Beer unveils retro-modernist campaign, dramatising beer brewing process

Singapore – Just months after the release of its ‘A Bolder Tomorrow’ campaign, Tiger Beer has launched a new campaign called ‘The Brewery, Uncaged’, which dramatises the beer’s brewing process centred around a retro-modernist theme.

The campaign, once again conceptualised by Publicis Groupe’s Le Pub, doubles down on the 80s nostalgia that is trending again amongst Gen Z. Bold, simple, sometimes over-the-top but also somewhat familiar, said campaign is steeped in cues from that iconic decade but with a modern layer to the styling and music.

Tiger Beer has also reinvented and modernised the classic ‘Eye of the Tiger’ track with a rap from Mega Ran, a globally-renowned DJ, rapper, and producer. Famous for fusing hip hop and gaming and for his endearing ‘nerdcore’ lyrics, Mega Ran’s songs have debuted on the Billboard Top 200.

For Sean O’Donnell, global brand director at Tiger Beer, the campaign perfectly dramatises the brand’s attitude towards perfecting the brew in the boldest possible way, with a reinvented soundtrack to match with it.

“Explaining what makes a great beer can be a generic and boring story that’s not very exciting for most consumers. But there is boldness rooted in Tiger Beer’s attitude – since 1932, we’ve been unstoppably bold, challenging the odds as a beer that was not supposed to exist in the tropics and is now a winner of global awards, conquering 60 markets and counting,” O’Donell said.

Meanwhile, Cyril Louis, executive creative director at LePub, commented, “From the first shot, it’s clear this is not a typical beer commercial; it’s all designed to entertain a new generation. A mix of styles takes elements of the past mixed with today’s culture to create something unique and entertaining while showcasing the Tiger brewing process, quality ingredients, and award winning credentials.” 

The campaign is part of the latest 360-degree credentials campaign from Tiger Beer, which will run in all Tiger markets globally across TV, print, digital and online channels. 

Marketing Featured Southeast Asia

How Guinness Malaysia’s recent brand activation leveraged immersive brand experiences to customers

Kuala Lumpur, Malaysia – Popular beer brand Guinness in Malaysia has recently concluded its recent brand activation called ‘House of Guinness’ where it invited customer to a brand-oriented immersive experience related to the process and story of the Guinness beer. The campaign was first launched in July this year.

The first leg of the activation was ‘The Widget is the Key’, where customers had to grab the right widget in a blower room. This is where the nitrogen widget – a white plastic ball filled with nitrogen gas inside each Guinness Draught in a Can – came to play.

The second part was ‘Activate the Widget’ – a highly Instagrammable mission – evoking the magic of their product with a light show representing the widgets and nitrogen. Lastly, the ‘Release the Nitrogen’ mission saw fans stepping into a giant Guinness Draught in a Can. Within the can, they had to release the nitrogen to experience the iconic surge and settle that gives Guinness its cold, creamy head.

The one-of-a-kind event introduced Guinness Draught in a Can into the Malaysian market, in a fully immersive and experiential way. Lovers of the brew got to discover the magical innovation behind the latest entrant of the Heineken Malaysia Berhad portfolio, all the while taking their usual drinking experience to the next level.

In the span of eight weeks, the House of Guinness saw a total of 14,580 visitors, including members of the media, influencers, and lovers of Guinness coming together to celebrate and welcome the brew into the Malaysian market. Their attendance has set Guinness Malaysia on fire across various social media platforms, with a total of 6.6 million reach. The campaign’s PR efforts also garnered earned media coverage with a score of 97% on the Media Quality Index (MQI), and 77 million PR impressions to date.

Shaun Lim, marketing manager at Guinness Malaysia, said, “We invited Guinness lovers as well as new drinkers to immerse themselves in the House of Guinness with its unique experiences. Through this call to adventure, fans learned about Guinness Draught in a Can in a playful way, and visually got a taste of why this product is so innovative. The experience was curated to resonate with the passion points of Millennials and Gen-Z of legal drinking age. The amazing response and turnout are a testament to the brand’s ambition.”

The immersive experience was done in collaboration with Sambal Lab, who was the key driver for the concept, strategy, design and build, creatives, and implementation of the House of Guinness, the brand was able to introduce Guinness Draught in a Can to the Malaysian market in a disruptive way.

Marketing Featured ANZ

Great Northern features feel-good benefits of the outdoors in new campaign

Sydney, Australia – Local beer brand Great Northern has launched a new campaign, centred around the theme of showing the ‘feel-good’ side of being outdoors.

The creative, developed by Clemenger BBDO Melbourne, juxtaposes the high-end, luxury activities people do to relax and unwind against similar activities that can be found in the great outdoors. 

The new work, built on the brand’s platform ‘The Beer For Up Here’ features three launch films to bring it to life, playing off luxury hotels, fine dining, and inner-city bars.

It also features a series of OOH and digital displays bought against publications such as Urban List, Traveller and Good Food so that the creative is contextual to the articles it runs next to.

Hugh Jellie, marketing manager at Great Northern Brewing Co., said, “Regional Australia cannot be matched. We’re so lucky to have these amazing places in our own backyard. For us, our challenge is to inspire as many people as possible to get out into the great Australian outdoors to feel refreshed and energised. And let’s face it, a trip into the outdoors is even better with some great friends and some great beer for the end of the day.”

Meanwhile, Jim Curtis, national chief creative Officer at Clemenger BBDO, commented, “When it comes to making yourself feel good, things seem to be getting more and more complicated. There are opulent retreats, fancy restaurants that are hard to pronounce, complicated workouts – the list goes on. But the truth is, much of what we need is already in the great Australian outdoors. We also aimed to use the feel of the brand to give people a nice break from all the shouting in any given ad break.”

Marketing Featured Southeast Asia

Tiger Beer transforms beer labels into personalised stories of courage in new campaign

Kuala Lumpur, Malaysia – Beer brand Tiger Beer has launched a new campaign called ‘#YetHereIAm’ to transform its iconic beer labels into limited edition ones that feature personalised stories of courage.

Through the campaign, Malaysians can visit the website and follow a few simple steps to generate their customised label for the world to be inspired by their stories with the hashtag #YetHereIAm. All successful submissions will be entitled to redeem a personalised Tiger bottle for keepsakes.

“With the same courageous spirit to overcome the odds, Tiger wants to empower Malaysians to pursue their passion with the #YetHereIAm campaign. Everyone has a story of defying expectations and showing personal courage – Tiger fans can now tell theirs with a custom-made image for social media, based on the brand’s iconic label design, and inspire others,” the company Heineken said in a press statement.

Besides the personalised limited-edition Tiger bottles, fans will get to enjoy exclusive promotions and giveaways during the campaign period too. From now until the end of July, exclusive Tiger Bum Bags are up for grabs. 

Furthermore, to keep the momentum going in conjunction with the spirit of the Year of The Tiger, Tiger Beer also embarked on a journey to discover and reward upcoming talents through the Uncage Fund platform. With the proceeds gathered from the sales of ‘The Tiger Archives’, an exclusive NFT collection created in collaboration with Pestle Mortar Clothing (PMC), 30% of the sum will go towards supporting local musicians, artists, and street food chefs throughout the year.

Joyce Lim, marketing manager of Tiger Beer Malaysia, said, “Tiger is a brand that tirelessly champions individuals with potential and bold determination. As a true testament to what the brand stands for, the #YetHereIAm campaign encourages Malaysians to embody the spirit of Tiger, come forward and share their courageous story of challenging and defying the odds to achieve their passion. This campaign is apt as we continue to roar together in the Year of The Tiger, and uncage unexpected possibilities.”

Marketing Featured Southeast Asia

Heineken SG lets you dream up holiday of choice–and gives you chance to ‘win’ it

Singapore – Beer brand Heineken in Singapore has launched a special campaign that lets you share your dream holiday and actually gives you a chance to win it and experience it–the closest to reality.

Done in partnership with travel and leisure booking platform Klook, the ‘Heineken Festive Cheers’ campaign involves a brief quiz to match you to your dream holiday. Heineken lets you be carefree with how you envision your dream vacation–and then matches you with something close within the bounds of the beauty of Singapore.

Prompts include where you wish to go, if whether you’d like to escape or explore the city, and what your sighted R & R involves such as a festive party or a scrumptious spread. 

At the heart of the campaign is a special microsite. From 26 November to 24 December 2021, consumers can head to the ‘Heineken Festive Cheers’ site to wing the quiz and be matched to any of the campaign’s prepared holiday packages in Singapore. In the end, participants will be given an exclusive Klook Promo Code for a chance to win it.

With the focus on local tourism, Gerald Yeo, the marketing director of Asia Pacific Breweries Singapore, Heineken’s parent company, said celebrating the holidays doesn’t need necessarily mean traveling somewhere new and that it’s about making time to meet family and friends.

“We look forward to Heineken being at the heart of many celebrations right here in Singapore this season, giving us even more reasons to celebrate with those who matter,” said Yeo. 

Meanwhile, Sarah Wan, Klook’s general manager for Singapore, commented, “Klook is delighted to partner with Heineken to spread festive cheer and joy this year-end. We have made it our mission to uncover hidden gems, feature local merchants, and to pioneer unique experiences here in Singapore. We are confident that this campaign will help bring more awareness to local merchants and shed light on how much Singapore has to offer.” 

Some of the leisure packages that can be won include a staycation for two at Lloyd’s Inn, a staycation at KēSa House, The Unlimited Collection by Oakwood for two, and a guided hike around Keppel by X-Trekkers, among many others. 

Of course, Heineken will be with celebrators at every step of the way. With each leisure package comes a Heineken Blade and a compact 8-liter countertop draught set-up to make sure winners are able to enjoy their Heineken beer as they revel in the holidays. 

In addition to winning experiences, fans could walk away with special Heineken packages such as a six-pack of Heineken or a six-month supply of Heineken. 

Marketing Featured Global

Tiger brand unveils latest global campaign for ‘Tiger Crystal’

Singapore – The global beer brand from Asia, Tiger, has just unveiled its newest campaign for one of its brands, ‘Tiger Crystal’, following the recent revamp it applied to its packaging before the start of the year. 

The campaign, which is developed for a global release, is a true testament to the brand’s personality and creative trademark – taking on the energetic and fierce attitude. 

Titled, ‘Brewed for your Fire’, the brand film captures four passionate individuals experiencing each of their exhilarating ‘on fire’ moments. These moments of passion and life are then best capped off with the equally “crisp, smooth” refreshment the Tiger Crystal drink gives.

Tiger describes the campaign as one that celebrates the spark of confidence that enables one to pursue his or her passions fearlessly. 

“At the peak of our confidence, we are in the zone, on a roll, ‘on fire’, doing something we truly love,” said the brand. 

Furthermore, the Tiger brand says that it knows what confidence and defying the odds mean the most, having been born at a time when few believed that an ice-cold beer could be brewed in the tropical heat of Asia, which was in the 1930s, and in a place where no barley or hops would grow. 

Sean O’Donnell, global brand director for Tiger, commented, “Tiger believes everyone should live true to their passions. It’s not always easy for people, especially in a world where there’s so much pressure to compromise, conform and fit in. But Tiger believes; be bold and go for it! Embrace your passions and ignite your inner fire.”

Tiger is currently present in 50 markets around the world. Aside from the brand film, the brand will also be rolling out a global through-the-line campaign starting this July 2021.

Marketing Featured Southeast Asia

Tiger Beer MY forays into hosting a virtual food festival

Kuala Lumpur, Malaysia – Beer brand Tiger Beer in Malaysia is diversifying its stance in the Malaysian market by hosting a virtual food festival, which will open on the 6th of November.

Promotions are the first in the upcoming festival, as the beer brand is offering limited editions of their branded chopstick set. Particular brand purchases on coffee shops, local food stalls, supermarkets, and convenience stores get customers a chance to avail of the limited product offer.

The highlight of the event includes online users who can enjoy a virtual experience ‘exploring’ the virtual streets of Penang and Klang Valley. Users can also customize their avatar, likened to role playing games (RPG). Aside from the virtual experience, users can also join online activities and games to win rewards, including Tiger Beer’s Crystal Can beer.

For users that are within the physical location of Penang and Klang Valley, users can order festival-exclusive street foods and enjoy complimentary serving of Tiger Beer.

The festival will run throughout Fridays, Saturdays, and Sundays of November this year, as festival doors will be open from 11am to 9pm.