Marketing Featured Southeast Asia

Tiger Beer, known to encourage bold determination, spotlights value in ‘stopping’

Singapore – For the Lunar New Year celebration, beer brand Tiger Beer, together with Le Pub APAC, has launched an interesting campaign that is somehow an antithesis of its own brand messaging—but also not quite. Called ‘A Bolder Tomorrow’, it involved passersby stopping and being ‘frozen’ in their tracks. 

In order to convey its message to learn to celebrate the ‘now’, a normal day at Tanjong Pagar in downtown Singapore was disrupted when young professionals who are busy as they can be, suddenly froze en masse. What seems like a deviation from its communication of always being bold is indeed a support for such courageous character – being brave to stop endlessly chasing the next big win. 

Sean O’Donnell, global brand director of Tiger Beer, said that while the brand believes that we all have a ‘Tiger’ inside of us, they understand that sometimes the more we achieve, the further we’re expected to go. 

“This inspired last week’s stunt: by freezing hundreds of people in their tracks in one of Southeast Asia’s busiest downtown areas,” said O’Donnell. 

A report was, in fact, commissioned by the brand in order to understand better the challenging chapters in the lives of Gen Z and Millennials. The research, carried out by YouGov, showed that 90% of Gen Z and Millennial Southeast Asians admit to putting pressure on themselves, with more than half – 58% – feeling pressured to live up to an ‘impossible standard’. Surprisingly, the study also revealed that social media is a factor in such feelings of anxiety. 

On the study, O’Donnell said, “As a brand that encourages everyone to pursue their passions fearlessly, we wanted to understand why young adults in Asia are putting an unprecedented amount of pressure on themselves. We were shocked to discover that many people aren’t stopping to celebrate life’s small wins, which inspired ‘A Bolder Tomorrow’” 

Aside from the stunt, the campaign comes with a film to launch the message globally. Directed by Felipe Mansur of Alice Filmes, the film tackles people who are strongly focused on their pursuit of tomorrow and run straight past crucial moments in their life – such as graduations, victories, dream jobs, promotions and accolades.

Cyril Louis, APAC Executive Creative Director of Le Pub, added, “People spend the year restlessly chasing a better future. But during the festive season, afraid of the judgement of their wider family, they end up building more generic versions of themselves instead of being proud of and sharing their accomplishments and future dreams. By stopping people in their tracks, Tiger Beer is reminding everyone to come together to celebrate their achievements and talk openly about their dreams this year.”

Marketing Featured Global

Heineken’s new campaign a witty way to promote work balance–thanks to a bottle opener

New York, USA – In a bid to promote work balance while enjoying a cold bottle of beer when winding down, beer brand Heineken has launched a global campaign dedicated to the launch of ‘The Close’, a bottle opener that is programmed to shut down all work applications when used.

The new product is then dramatised in this satirical ad, where it depicts several workers caught up in their work and then wanting to drink a bottle of beer, shutting down their workspaces, including their electronics and other equipment. The ad is the antidote to the increasing demands of the always-on work culture, and ‘The Closer bottle’ opener itself is a satirical symbol for the power every worker has to close down at the end of the day.

The campaign, alongside the product launch, was conceptualised by Publicis Italy/Le Pub.

Bram Westenbrink, global head of Heineken® Brand at Heineken, said, “As a brand, we have always stood for creating moments of shared connections with others. With the once-rigid boundaries between work and personal time rapidly deteriorating following the COVID-19 pandemic, we want to spark a much-needed conversation about the importance of resisting the societal pressures to be in a constant state of busy work and encourage workers around the world to reprioritize social and leisure time with the people who matter most.”

Meanwhile, Bruno Bertelli, global chief creative officer at Publicis Worldwide, commented, “As people continue to feel like they have to work all the time, they’re forgetting that disconnecting is even an option. That’s why we created The Closer. It’s not just technology; it’s a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends again.”

This is the first campaign from Heineken that launches ‘For a Fresher World’, a new creative expression that aims to refresh the world by showing life tastes better with an open mind. With this new approach, campaigns will strive to challenge the obvious, reconsider stereotypes and oppose tired cliches.