Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured Southeast Asia
No posts found

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

by Jamaica Marciano

-

January 17, 2023

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.”

Related Tags Marketing Campaign Southeast Asia Tiger Beer Le Pub
Share this article

Related Articles

View All
Want a Carlsberg? This AI rewards you with a free beer when pronounced correctly
Marketing Featured Southeast Asia
Want a Carlsberg? This AI rewards you with a free beer when pronounced correctly
November 3, 2022
By Teddy Cambosa
Tiger Beer transforms beer labels into personalised stories of courage in new campaign
Marketing Featured Southeast Asia
Tiger Beer transforms beer labels into personalised stories of courage in new campaign
July 6, 2022
By Teddy Cambosa
7-Eleven
Marketing Featured Southeast Asia
7-Eleven, Tiger Beer unveil Singapore’s first beachfront convenience store in Sentosa
June 21, 2022
By MARKETECH APAC
Tiger-Beer-Son-Heung-Min-Campaign
Marketing Featured Global
Football icon Son Heung-Min invites everyone to pursue their boldest ambitions in latest Tiger Beer ad
January 4, 2022
By Teddy Cambosa
Tiger brand street festival
Marketing Featured Southeast Asia
Tiger brings epic collision between streetwear, street food via annual street food festival
November 18, 2021
By Jean Cabico
Tiger Beer Crystal MusicianTiger Beer Crystal Musician
Marketing Featured Global
Tiger brand unveils latest global campaign for ‘Tiger Crystal’
July 7, 2021
By MARKETECH APAC
No posts found

Featured Articles

View All
OMG’s, Cebu Pacific Air’s women marketing leaders to lead jury panel of MARKETECH APAC’s Empowered Women Awards for 2023
Main Feature Marketing APAC
OMG’s, Cebu Pacific Air’s women marketing leaders to lead jury panel of MARKETECH APAC’s Empowered Women Awards for 2023
January 3, 2023
By Teddy Cambosa
Featured-Images-5-1
Main Feature Marketing Partners APAC
MARKETECH APAC delves deep into metaverse marketing activations in recent webinar
December 15, 2022
By Maureen Basa
What’s NEXT 2023: Marketing in Asia Pacific hybrid conference launches, announces its first 11 confirmed speakers
Main Feature Marketing APAC
What’s NEXT 2023: Marketing in Asia Pacific hybrid conference launches, announces its first 11 confirmed speakers
December 13, 2022
By Teddy Cambosa
MARKETECH APAC tackles ‘What’s NEXT’ in influencer marketing in latest industry discussion
Main Feature Marketing Partners APAC
MARKETECH APAC tackles ‘What’s NEXT’ in influencer marketing in latest industry discussion 
November 22, 2022
By MARKETECH APAC
MARKETECH APAC’s Empowered Women returns with a conference and awards ceremony
Main Feature Platforms APAC
MARKETECH APAC’s Empowered Women returns with a conference and awards ceremony
October 12, 2022
By Joven Barcenas
MARKETECH APAC’s What’s NEXT returns with a 4-month long festival of insights sharing
Main Feature Marketing APAC
MARKETECH APAC’s What’s NEXT returns with a 4-month long festival of insights sharing
August 30, 2022
By Joven Barcenas
No posts found

Most Recent Articles

SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
May 30, 2025
Fatima Baduria
No posts found
Okaya Power awards integrated media duties to dentsu X India 
May 30, 2025
Aliza Carmona
PepsiCo joins Formula 1’s growing list of official partners
May 30, 2025
Teddy Cambosa
UNIQLO Singapore to open first touchpoint concept store for online-to-offline shopping experience
May 30, 2025
Fatima Baduria
CelcomDigi celebrates preservation of Bornean languages with new chatbot, campaign
May 30, 2025
Teddy Cambosa
Café de Coral pays tribute to generational bonds in new dentsu HK campaign
May 30, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin