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.
