Tag: Tiger Beer

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.”

Singapore – Tiger Beer has been announced as the international beer partner of Tottenham Hotspur Football Club. This marks Tiger’s second partnership with a prominent English Premier League club, following its recent sponsorship announcement of Manchester United. 

Through these multi-year partnerships, Tiger Beer reinforces its enduring commitment to sparking connections that bring fans in Asia and beyond closer to the clubs they love.

Tiger Beer’s expanding football partnerships underscores its commitment to fuelling football passion in Asia and beyond. With over 195 million fans in Asia, Spurs are a natural ally in Tiger Beer’s commitment to ignite football passion throughout the region.

Harnessing the insights from its recent survey of 2,000 football fans, where almost 3 in 4 view fan activities as crucial to unite supporters of their chosen club, Tiger Beer is dedicated to delivering thrilling fan experiences for Spurs fans. These will include activations, opportunities to watch the team train and exclusive training and coaching experiences. 

Moreover, together with Tiger Beer, football fans around the globe can uncage their tigers and unite as one to celebrate their football passion. Fans are invited to join the journey as Tiger Beer and its partners come together to create unforgettable, legendary experiences.

Sean O’Donnell, global brand director of Tiger Beer, said, “At Tiger Beer, we believe that individual courage is rooted in collective support. Our partnerships with iconic clubs like Tottenham Hotspur, embody our belief that progress isn’t a solo act. Together, we celebrate teams and the collective spirit that fuels progress, reminding everyone that we can achieve incredible individual feats when we support one another.” 

Meanwhile, Ryan Norys, chief revenue officer at Tottenham Hotspur, commented, “It is fantastic to be partnering with another industry-leading brand in Tiger, with the aim of engaging our fans in Asia through unique experiences aimed at bringing people together through the power of football.” 

Singapore – Tiger Beer, in collaboration with agency LePub Singapore, has launched the ‘You Never Roar Alone’ campaign, unveiling its brand evolution.

Through the campaign, Tiger builds on its ‘Uncage Your Tiger’ brand platform, reflecting the evolution of what it means to be bold. 

The campaign aims to remind people of how unveiling one’s boldness to progress can be done better with support from other people. It redefines how courage does not only come internally, but also from a community.

Directed by Romain Chassaing of Solab Films, the ‘You Never Roar Alone’ campaign film follows the story of a street vendor with an ambition of growing his business. Through his family and friends, he slowly actualises his vision.

“Our research highlighted that individual progress accelerates when you connect with family and friends, and that sharing your dreams and ambitions can give you the strength and courage to keep going. This insight inspired our latest brand evolution, which introduces the idea that progress isn’t a solo act: we draw strength from the people around us who encourage us to uncage our inner Tiger,” Sean O’Donnell, global brand director of Tiger Beer, said.

“Together, the roar of their support empowers all of us individually to be bolder and unstoppable,” O’Donnell added.

“We loved the challenge of bringing Tiger’s brand evolution to life with a story about the collective spirit that fuels progress. More than a film, we are igniting a movement, reminding everyone that we are stronger when we support one another,” Stephan Schwarz, executive creative director of APAC at LePub Singapore, said.

Singapore – Singaporean beer Tiger Beer has been tapped as the official beer partner of football club Manchester United. This partnership brings together the iconic Asian brewer and one of the most popular sports teams in the world, to enhance experiences and deepen engagement with United fans globally.

The partnership launches at a significant moment in Tiger Beer’s bold brand evolution, heralding a new era for the company and its football-loving consumers. 

In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, where Tiger is the number one premium beer among consumers, providing an unparalleled platform to activate the partnership.

Ahead of the launch, Tiger Beer conducted a survey with 2,000 football fans in Asia and results revealed that 70% of supporters view fan engagement activities as an essential way to deepen their connection with their chosen club and 95% expressed that football has the capability to unite and build long-lasting community bonds.

Harnessing the insight from the survey, Tiger Beer and Manchester United, have committed to delivering experiences to deepen the connection between the fans and the club. 

These events include co-branded watch parties, opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as bringing a first-of-its-kind street football event to the Asia region – providing local talent with training and mentorship advice from Manchester United coaches and club legends.

Sean O’Donnell, global brand director of Tiger Beer, stated, “Football has always been a natural association for Tiger® – it’s a sport that ignites passion, brings people together, and celebrates the same energy that drives our brand. We believe that when we uncage our inner Tiger and roar together with our tribe, we unlock the potential for great things.”

He added, “This partnership reflects our shared belief that progress is driven by collective strength and courage. As we prepare to reveal an exciting new chapter for Tiger in the upcoming weeks, we look forward to bringing the electrifying energy of matchday at Old Trafford to fans across the globe.”

Meanwhile, Florence Lafaye, commercial director at Manchester United, commented, “Tiger Beer’s dedication to connecting fans globally aligns perfectly with our goal to bring our fanbase closer to the club than ever before. Together, leveraging the power and reach of Tiger Beer, we look forward to creating unique and unforgettable experiences for our fans all around the world, especially those in Asia who are such a vital part of the Manchester United community.”

The partnership is announced ahead of United’s Premier League match against Brentford, where Tiger Beer’s brand will be showcased for the first time in Old Trafford on LED boards within the famous stadium.

Singapore – Tiger Beer announced its collaboration with fashion designer Izzy Du to create the ‘TIGER Summer Puffer’, the world’s first puffer jacket with a beer-powered cooling system made specifically to keep its wearer cool in tropical heat.

Developed with Whatever Co., BBH Singapore, and LePub APAC, the jacket’s cooling system is powered by an ice-cold Tiger Beer, chilling the water that is pumped around the wearer’s body via a network of silicone tubes.

In terms of design, Du captured the boldness of Tiger Beer and incorporated a number of design cues inspired by the brand, paying homage to a tiger with design elements like a bold and bright orange hue, tiger ears, a pair of fangs, and a subtle striped pattern.

Talking about the product, Du said, “Making a puffer for the summer is an external expression of how refreshing and cool it feels to drink a Tiger. I started with the feeling of opening an ice-cold can of beer, and playing with the colours of the brand, before imbuing the aesthetics of the puffer with a new function.”

Sean O’Donnell, global brand director at Tiger Beer, also commented, “ This idea is highly innovative and it resonates with our target consumers in a new and exciting way. The puffer jacket is one of fashion’s hottest items amongst Gen Z and millennials across Asia but there’s one challenge: it can’t be worn in the heat of the tropics.”

“At Tiger, we have been defying the odds since 1932 by brewing beer in tropical weather when others said it couldn’t be done. Tiger Crystal refreshes you when you’re on fire, so why not make a puffer jacket with a beer-powered cooling system that does just that?”, he added. 

Meanwhile, Sascha Kuntze, chief creative officer of BBH Singapore, mentioned, “It’s always a joy to work with brands bold enough to play in pop culture. And with refreshment so intrinsic to Tiger Beer, it’s only natural for them to refresh puffer jackets for drinkers in Asia.”  

Lastly, Cyril Louis, regional executive creative director at LePub APAC, added, “At LePub, we believe the only way for brands to win is to resonate in culture at scale, and it is a pleasure to work with the Tiger Beer global team in bringing this piece to APAC and the rest of the world. Izzy has also been an amazing collaborator, uniting the worlds of Tiger Beer and fashion in the most stunning, memorable way.”

The TIGER Summer Puffer follows the brand’s recent ‘Brewed For Your Fire’ campaign for Tiger Crystal which brought to life on-fire moments and crystal-cold refreshment together through a dynamic mash-up of fun live-action footage and Gen-Z-inspired animations. The jacket will also be experienced first-hand during the upcoming Paris Fashion Week.

Singapore – International premium beer from Asia, Tiger Beer, has launched the latest instalment of the ‘Brewed for your fire campaign’, a campaign which positions Tiger Crystal as the ultimate crystal-cold refreshment for those “who passionately pursue their dreams and aspirations.” 

Created by BBH Singapore and LePub APAC, their task was to evolve the already successful ‘Brewed For Your Fire’ campaign in a way that ensures Tiger Crystal continues to stand out in the category with its unique point of view on premium refreshment. ‘Brewed for your fire’ revolves around the thought that when individuals follow their dreams and excel at what they love, they deserve a crisp and smooth refreshment that’s ‘brewed for your fire’. 

“Tiger Beer believes everyone should pursue their passions fearlessly, yet we all have moments of doubt when our confidence wavers. In these moments, it’s important to find that spark that comes from doing what you love, igniting your inner fire. And in those ‘on fire’ moments, there’s nothing more refreshing than a crystal-cold, extra smooth Tiger Crystal,” explains Sean O’Donnell, global brand director at Tiger Beer.

The product, Tiger Crystal, is said to be brewed at -1 degrees Celsius with a unique filtration process for a lighter, smoother, and crisper taste. ‘Brewed for your fire’ tells the story of a group of partygoers who find themselves totally in the zone and ‘on fire’ whilst dancing at a house party. To visualise how this feels, the film’s mixed-media technique is inspired by the memes, GIFs, and TikToks of Gen Z’ers.

Sascha Kuntze, chief creative officer at BBH Asia Pacific, explains, “A giant Yeti, crazy eskimos, a gate-crashing skier, a girl riding a giant Tiger – what a party, what a visual spectacle and all mixed to a killer soundtrack. We haven’t seen beer celebrated quite like this before and we are extremely proud of the world we have conjured up for Tiger in this film and the brave clients who came on this ride with us.” 

Cyril Louis, executive creative director at LePub APAC, adds, “We wanted to make people feel what it is like to be in the zone through the film’s protagonist. At first, she is unsure of herself when invited onto the dancefloor, but she soon finds her inner Tiger fire, and the fiery, high-energy visuals spread to show more individuals being ‘on fire’ and in the zone.”

“Tiger® knows what confidence and defying the odds mean. It was born at a time when few believed that an ice-cold beer could be brewed in the tropical heat of Asia, in a place where no barley or hops would grow. Today, it continues to celebrate the confidence that allowed it to do what it believed in – brewing a winning beer on the equator that has won more than 40 international awards and is enjoyed in more than 60 countries worldwide,” said the brand. 

Directed by Brazilian trio YOUTH, ‘Brewed For Your Fire’ has recently launched in all key Tiger markets.

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. 

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.”

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 https://yethereiam.tigerbeer.com/ 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.”

Singapore – Globally recognised convenience store 7-Eleven and Singapore-born Tiger Beer, have joined forces to unveil the very first beachfront convenience store right on the sands of Palawan Beach Walk, Sentosa in Singapore. 

The opening celebration will kick off with a variety of promotions and special treats for families enjoying the last weekend of the school holidays and for young adults and tourists who have made hanging out on the beaches of Sentosa their highlight of the week.

Perched right on the sands of the popular Palawan beach, this picturesque 7-Eleven store can be spotted from afar with its vibrant murals and unique graffiti artwork on its facade. Guests can enjoy their refreshing drinks, hot snacks and even ready-to-eat meals at the special 7-Eleven x Tiger Beer chillout area on the sands or at their favourite beach spot.

7-Eleven Palawan Sentosa back view

To help people get their drinks fast, 7-Eleven and Tiger Beer will be bringing a special reverse tap bar, which will automatically dispense the right pour of beer in each cup consistently – without needing a bartender. The reverse tap dispenser is fast, convenient and easy, giving you more time to spend soaking up the sun.

Savour the last weekend of the June school holidays with an unforgettable carnival-inspired blast on the beach with family and friends at the 7-Eleven’s Sentosa Palawan Beach store on 25 and 26 June 2022.

Customers can enjoy free popcorn, 7-Eleven balloons, face painting activities, Häagen-Dazs or Walls ice cream, Mr. Softee, chances to walk away with exciting Spin and Win rewards, and last but not least, live music performed by local singer-busker Jeff Ng, who recently made headlines for his popular weekly busking at The Cathay.

7-Eleven Singapore’s Managing Director, Steven Lye, said, “7-Eleven is reimagining convenience at the beach with our first beachfront store at Sentosa, in collaboration with Singapore’s iconic brand Tiger Beer. From the Arctic Coke machine to the exclusive Nitro Tea, and Reverse Tap beer and the Tiger Beer chill out zone, our new store offers a lot of exciting things for beach loving families, young adults and tourists, and we look forward to welcoming them! We hope that customers will be able to enjoy our new concept store with its unique design and special murals.” 

Meanwhile, on the collaboration, Asia Pacific Breweries Singapore’s Marketing Manager, Yogender Sharma, commented, “This is a great collaboration with 7-Eleven where we pushed the boundaries and found innovative ways to uncage the ultimate refreshment for our consumers. Tiger has a special bond with beer-lovers, and we believe that the beachfront store at Sentosa Palawan Beach would energise the experience by bringing consumers the smoothest beer and greatest vibes.”

“We are delighted to be home to Singapore’s first-ever 7-Eleven store by the beach. This new store concept is an example of the novel and imaginative experience that we are curating for our guests on our beach. Apart from providing the convenience of getting beach essentials, the store is also a unique beachfront bistro where guests can pick up a quick and affordable meal. We welcome this partnership with 7-Eleven in enhancing our guests’ experience as they enjoy their day on Sentosa, ” said Chew Tiong Heng, divisional director, Business and Experience Development, Sentosa Development Corporation.