TBWA awarded Tiger Balm for Thai market

The Omnicom shop was awarded a year-long contract without a pitch.

“It’s an important win for TBWA in this region, as the Tiger Balm account could become a regional account soon, should the client decide to move the business from Singapore,” said Panu Poo-aree, senior account supervisor, TBWA Thailand.

Tiger Balm’s advertising was previously handed by McCann Erickson Bangkok; however, its Singaporean office resigned the business late last year. According to one source close to the client, there had been disagreements over fees while the agency was being briefed for new work.

McCann won the business in 2006.

A print campaign for Tiger Balm’s new Neck & Shoulder Rub was recently launched in Thailand in mid-February, adapted from past advertising in Singapore.

TBWA has developed new outdoor and below-the-line work for Tiger Balm in Thailand, including advertising in sky trains and brochures in Watson’s healthcare stores, advocating relaxation and rejuvenation techniques.

Thailand is the third market to introduce the rub, after previous launches in Singapore and Hong Kong. The new rub will contribute up to 10 per cent of Tiger Balm’s expected US$11 million revenue in the country this year.

Haw Par Thailand, the ointment’s distributors, is also planning to spend $3.8 million in marketing to bolster its six per cent share of the $40 million market.