Tiger Positions Itself As The ‘Beer With Bite’ In New Global Campaign

Tiger Positions Itself As The ‘Beer With Bite’ In New Global Campaign
SHARE
THIS



Singapore-based beer company Tiger has launched a global credentials campaign that establishers the brand as the ‘Beer with Bite’.

Brought to life through a series of 30-second and 15-second films created in partnership with Marcel Sydney, Tiger tells the story of the bold attitude and flavour behind this bite, from the invention of tropical lagering in 1932, to the use of solar power to brew every bottle at its Singapore brewery.

You can view the films here, here, here and here.

The campaign also demonstrates how Tiger’s full-bodied flavour still manages to hold its own in the heat of the Asian streets and is a true match for the spice of street food.

To capture the feeling of the streets of Asia first-hand, Matt Devine of Revolver shot the spots on location in Singapore.

Tiger also partnered with up-and-coming French music composer and producer Mika Abadie, who responded to a blind brief.

Alongside the films, a collection of key visuals proudly hero the Tiger bottle and launch the brand’s new look.

Mie-Leng Wong, global brand director of Tiger at Heineken, said: “It was important to ensure that we capture and visualise the brand’s character in the films and establish Tiger as the ‘Beer with Bite’.

“Tiger’s ‘bite’ is a truth not only of our flavour, but of our attitude as a brand.

“Tiger embodies the vibrant energy, attitude and bold creativity of the streets of Asia. That unconventional spirit that has been at the heart of our brewing and created a beer that is both refreshing and full-bodied at the same time.”

Scott Huebscher, executive creative director at Marcel, said: “Much of Tiger’s power as a brand comes from its visceral street origins, so we started there and stayed there.

“We wanted to create films that didn’t just tell you about Tiger – they pulled you out your seat and slammed you down in Asia”.

Please login with linkedin to comment

Beer With Bite marcel sydney Tiger

Latest News

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Adobe Launches Adobe CQ To Measure Creative Aptitude
  • Technology

Adobe Launches Adobe CQ To Measure Creative Aptitude

Adobe today launched Adobe CQ (creativity quotient), an evaluation tool designed to measure enterprise creative aptitude and capability across teams and organisations. The persona-based test will help leaders understand how to use creativity, cultivate it and accelerate skills development. Adobe managing director for ANZ Suzanne Steele [feature image] said: “With the exponential growth of technology and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]

Canon Australia Named Official Imaging Partner For Sydney Zoo
  • Media

Canon Australia Named Official Imaging Partner For Sydney Zoo

Canon Australia has today become the first official Imaging Partner of Sydney Zoo. The two-year partnership will see the two experience-led organisations bring to life a variety of on-site and digital platform photographic and creative print activations; each with the purpose of extending the creative and educational experiences of every guest to Sydney Zoo. From […]

Daily Telegraph Loses Geoffrey Rush Appeal
  • Media

Daily Telegraph Loses Geoffrey Rush Appeal

Judge says Geoffrey Rush can keep the cash, however, warns him about making any more 'Pirates Of The Caribbean' sequels.

by B&T Magazine

B&T Magazine
Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

Shootsta Wins Orica, Vision Australia And Veolia As Demand For Webinar Continues

A pivot towards producing digital webinars, podcasts and animations for clients has seen global vid tech scale-up Shootsta win several new major clients. Since March, Shootsta has secured local work with Orica, The Royal Commission, ASG Group, Teachers Mutual Bank, Savills, Veolia, Vision Australia and Sydney Children’s Hospital Foundation. Globally, it has won contracts with […]

Facebook Responds To Advertiser Boycott
  • Technology

Facebook Responds To Advertiser Boycott

Facebook has responded to the current advertiser boycott and it's both direct with just the right smattering of grovel.

by B&T Magazine

B&T Magazine
Audiences Strengthen As More Australians Get Back To Fitness
  • Advertising

Audiences Strengthen As More Australians Get Back To Fitness

Val Morgan Outdoor (VMO) has revealed that audience numbers are averaging 60% pre-COVID levels at VMO Active fitness centres across the country. Western Australia, where health clubs were the first to reopen in May, is now sitting at a 12.4% week-on-week increase, with a return-rate of 72% overall, which Val Morgan anticipates will be reflected […]

Sparro Promotes Hannah Jones To GM
  • Advertising

Sparro Promotes Hannah Jones To GM

Independent digital marketing agency, Sparro, has today announced the promotion of Key Account Director, Hannah Jones, to General Manager. Jones, who joined Sparro in September 2017, has played a pivotal role in shaping the agency’s unique and award-winning culture and expanding the company’s client portfolio. Sparro Co-Founder and Partner, Morris Bryant, said appointing Jones as […]

Jardin Anderson Joins Emotive As Senior Creative
  • Advertising

Jardin Anderson Joins Emotive As Senior Creative

Integrated Creative Agency, Emotive, today announces the appointment of Jardin Anderson as Senior Creative. Jardin joins Emotive’s creative team with plenty of adland experience including roles at The Glue Society, M&C Saatchi Sydney and DDB Melbourne. Jardin Anderson said:​ “​ I am super excited to be a part of the Emotive creative collective. The creative […]

Retail Out-Of-Home In Combination With Television Delivers Greater Impact
  • Media

Retail Out-Of-Home In Combination With Television Delivers Greater Impact

Shopper Media today released findings from its latest ‘Media Multiplier Effect’ Shopper Study, confirming that using retail OOH in conjunction with television advertising will deliver greater efficiencies for brand and product campaigns. Jamie Hollebone, Shopper Media’s Head of Revenue (pictured), says, “The findings indicate that a combination spend on TVC and retail OOH will boost […]