“As a market leader, we want to be the one to shake the market and bring innovation,” Rene de Monchy, head of marketing at APB Singapore, told Campaign Asia-Pacific.
The Tiger Radler launch aims to offer a drink that suits all occasions and can reach a broader group of consumers, partly because of increasingly fierce competition in the regular beer category, de Monchy said.
A marketing campaign rolls out this weekend, running across TV, cinema, OOH, online and digital. In addition, three pop-up bars featuring a “Double Refreshment Wheel” game will be roving around Singapore from 3 to 13 December, offering consumers an opportunity to sample the new beer variant.
Radler, which means ‘cyclist’ in German, was reportedly an invention of Frank Xaver Kugler in June 1922, when some 13,000 cyclists unexpectedly visited his pub. To prevent the bar from running dry, he added lemon juice to the beer to extend the volume on offer and thus Radler was born.
“This brand will have significant digital presence, as digital will be the key component in our marketing strategy,” de Monchy said. “Overall, there will be a big increase in digital budget in the coming year, as our digital strategy will continue to grow.”
APB Singapore currently has several projects preparing for the holiday season and 2014, he added. One from the Heineken brand will leverage ZoukOut 2013, Singapore’s year-end dance music festival, for exposure. The two-day long event takes place on 13 and 14 December.