Tiger Beer targets aspiring Vietnamese males with new TVC

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

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