Tiger Beer targets aspiring Vietnamese males with new TVC

<p>Tiger Beer has rolled out its first made-for-Vietnam television </p><p>campaign, which the brand believes will help build its heritage, </p><p>prompting it to consider adapting the effort for other regional </p><p>markets. </p><p><BR><BR> </p><p>Unlike its European and American rivals, the Singapore brand is seen as </p><p>having a less defined heritage. </p><p><BR><BR> </p><p>"What we have tried to do is to connect with Tiger attributes and its </p><p>symbol, which is very positive in Asia," said Asia-Pacific Breweries </p><p>assistant general manager - marketing, Jeff Kimble. </p><p><BR><BR> </p><p>"We wanted to associate the positive attributes of the tiger with what's </p><p>important in our drinkers' lives - business, football, women." </p><p><BR><BR> </p><p>Pushing a new proposition, "There is a Tiger in all of us", the heavily </p><p>masculine "Manifesto" campaign tied inspirational tiger attributes with </p><p>aspirational imagery "to inspire young Vietnamese males with attributes </p><p>they and tigers share", said Mr Andrew White, marketing manager of APL's </p><p>Vietnam Breweries. </p><p><BR><BR> </p><p>"It's a call to action to live life to the full the Tiger way." </p><p><BR><BR> </p><p>The 40- and 60-second TVCs show a woman admiring a man who sets his own </p><p>style to push the rarity of tigers, a shot of a martial arts teacher </p><p>leading hundreds of followers to depict that tigers lead, a man and </p><p>woman making instant connections outside a nightclub to show that tigers </p><p>hunt at night, and men living carefree, showing that tigers don't live </p><p>in cages. </p><p><BR><BR> </p><p>The campaign was created by Leo Burnett/M&T Vietnam. </p><p><BR><BR> </p><p>"We like the campaign very much and it could be applicable in a couple </p><p>of our markets," said Mr Kimble. </p><p><BR><BR> </p><p>He said this would be done on a country-by-country basis, since Tiger's </p><p>business was at different stages in different parts of the region, and </p><p>the markets were also at different stages of development. </p><p><BR><BR> </p><p>For the full story, see the latest edition of Asian Brand News, a </p><p>sister publication to MEDIA magazine. </p><p><BR><BR> </p><p>ABN is available only by paid subscription. Contact Ms Iris Tang at </p><p>Media & Marketing Ltd to sign up. Tel: (852) 2577 2628 or email </p><p>subscrib@media.com.hk. </p><p><BR><BR> </p>