Tiger Uncages Bold New Campaign Showcasing Asian Talent to the World
19 Jun 2014 --- Singapore’s national icon Tiger Beer is proud of its Asian roots and wants to showcase this to the world, as its latest campaign reveals. Tiger Beer, which has been popular locally since its inception in 1932 and successfully expanded its footprint in Asia and beyond, has now launched a bold new campaign featuring short films on the real stories of young Asian personalities.
‘Tiger Uncage’ showcases how they have forged their own paths, breaking free from conformity.
With this campaign, Tiger is running counter to traditional beer advertising themes and wants to speak to young adults in a personal way, to inspire them to realise their potential. For many of them, conforming to societal or family expectations and taking safe, well-trodden paths is the only way to go. The Asian beer brand is portraying itself as a symbol of courage – encouraging people to ‘ignite the Tiger inside’ and take the leap to follow their passions and dreams.
Senior Regional Marketing and Sales Director at HEINEKEN Asia Pacific Cyril Charzat said, “Tiger is a brand that was created and cultivated in Asia. With ‘Tiger Uncage’ we aim to make everyone take notice of the incredible talent, creativity and passion that is now coming out of Asia.”
Through its new partnership with advertising agency Droga5, Tiger Beer wants to stimulate a new generation keen to embrace Asian iconic brands after years of looking for Western brands and validation. David Droga, CEO of Droga5 said, “Having lived in Singapore for many years, I know first hand just how great a beer Tiger really is. It deserves to be elevated to a truly iconic brand, so this is an amazing opportunity."
‘Tiger Uncage’ will be launched in 25 countries with film, print and integrated digital engagement programs, starting with Singapore this week. This will be accompanied by the unveiling of an enhanced vibrant brand identity across all consumer touch points including fresh logos, visuals and packaging.
