Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son

To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min.

‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s Golden Boot after scoring 23 goals in a single Premier League season, making him one of the greatest footballers of the modern era.

‘The Golden Son’ tells Son’s incredible story of defying all challenges. Building on Tiger Beer’s year-long ‘Year of Your Tiger’ platform, which launched at the break of the Lunar New Year, it inspires people everywhere to dream big in the Year of the Tiger through a call to arms led by Son, who promised to chase his own boldest ambitions this year.

Sean O’Donnell, global brand director, Tiger Beer said: “Tiger Beer was born in Singapore, defying the odds by brewing a high-quality beer in the tropics when others said it was impossible to do so. Similarly, Son started out as an unknown Asian player who is now celebrated around the world. He encapsulates our belief that everyone has an inner Tiger that’s ready to be uncaged, and that ‘boldness finds a way’.”

Son Heung-Min, official Tiger brand ambassador, said: “As a child, I dreamed of playing for a top European football club, and I am so happy to be able to achieve more than I thought in the Year of the Tiger. I’m proud to be partnering with Tiger Beer once again to remind everyone to stay true to their dreams and keep going – no matter what.”

Son joined Europe’s premier club competition in 2015 when he was just 23, later becoming the highest-scoring Asian player in the Champions League, the first Asian player to win the Golden Boot, and Captain of the South Korean football team.

“Tiger Beer believes that dreams should be bold and everyone can ignite the tiger inside them to pursue their dreams. Son has proved to be the ultimate Tiger by becoming the first Asian footballer to win the Golden Boot. We can’t wait to see what he does next,” said Melissa Teoh, Tiger Beer’s global marketing manager, communications and digital.

Cyril Louis, executive creative director at Publicis Groupe, added: “Football is a huge passion point in Asia, with over one billion fans. Son’s story transcends football – we think the boldness of his journey will inspire everyone about what it takes to be on a world stage. Working with Son to share his story has been an absolute honour.”

‘The Golden Son’ will run globally starting in Vietnam, Cambodia, Singapore, Korea, Malaysia, and Myanmar.




Please login with linkedin to comment

tiger beer

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]