The EPL-themed TVCs were developed by Leo Burnett; however, the brand appointed a new AOR, BBDO, in August this year after a lengthy review process. With the new agency, Lester Tan, assistant general manager marketing at Asia-Pacific Breweries, said that Tiger Beer's next step would be to go "big" in order to invigorate the brand. John O'Shea, managing director for Burnett, said: "The audience gets to see references to different aspects of football told in an amusing, simple way. They are direct, clever and show Tiger 'gets' football like no other brand."
Meanwhile, McDonald's def-ended its top position yet again for September, indicating that the brand's marketing push over the summer kept it top of mind despite the threat posed by the Supersize Me documentary. The campaign advertises a new product, the seafood platter, which might be seen as an attempt to refresh the product line and offer healthier opinions in response to the surrounding controversy.
Pizza Hut and KFC's TVCs both crept up from fourth and fifth place to second and fourth place respectively, showing that their summer campaigns are still impacting viewers. Finally, Sony with the Wega Theatre system, Nikon with its Coolpix Digital Camera and Hitachi's Crystalis Plasma TV, are all new entries into the chart.
