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

<p>HO CHI MINH: Tiger Beer kicked off a two-month television and print </p><p>campaign on December 12 to link the brand with strength and success for </p><p>the upcoming Vietnamese New Year or Tet celebrations. </p><p><BR><BR> </p><p>This is the fifth year that the Asia-Pacific Breweries brand has </p><p>invested in a Tet campaign to capitalise on the peak time of the year </p><p>for beer sales since beer is usually offered as a gift during this </p><p>season of giving and sharing. </p><p><BR><BR> </p><p>In the 45-second thematic TV campaign, Tiger's agency Leo Burnett has </p><p>drawn on the theme of strength and success symbolised by the horse to </p><p>mark the upcoming year of the horse. The spot is expected to run in </p><p>Singapore, China and Cambodia in January 2002. Nguyen Ha Vinh, account </p><p>manager at Leo Burnett Vietnam, said: "Tiger Beer's efforts during past </p><p>Tet celebrations are paying off. The brand is now the leading beer drunk </p><p>during Tet, especially for off-premises consumption." Vinh said the </p><p>challenge was to secure a territory for the brand within the marketing </p><p>clutter that usually surrounds Tet. </p><p><BR><BR> </p><p>This led Burnett to introduce a carton-based lucky draw element to this </p><p>year's campaign, with the brand giving away 1,000 pure gold horses. The </p><p>campaign will be adapted into an 'Under the cap' bottle promotion with </p><p>its own TVC for north Vietnam. </p><p><BR><BR> </p>