Tiger beer's Tet push set to roll out across Asia

HO CHI MINH: Tiger Beer kicked off a two-month television and print

campaign on December 12 to link the brand with strength and success for

the upcoming Vietnamese New Year or Tet celebrations.

This is the fifth year that the Asia-Pacific Breweries brand has

invested in a Tet campaign to capitalise on the peak time of the year

for beer sales since beer is usually offered as a gift during this

season of giving and sharing.

In the 45-second thematic TV campaign, Tiger's agency Leo Burnett has

drawn on the theme of strength and success symbolised by the horse to

mark the upcoming year of the horse. The spot is expected to run in

Singapore, China and Cambodia in January 2002. Nguyen Ha Vinh, account

manager at Leo Burnett Vietnam, said: "Tiger Beer's efforts during past

Tet celebrations are paying off. The brand is now the leading beer drunk

during Tet, especially for off-premises consumption." Vinh said the

challenge was to secure a territory for the brand within the marketing

clutter that usually surrounds Tet.

This led Burnett to introduce a carton-based lucky draw element to this

year's campaign, with the brand giving away 1,000 pure gold horses. The

campaign will be adapted into an 'Under the cap' bottle promotion with

its own TVC for north Vietnam.