Developed by Saatchi & Saatchi Malaysia, the campaign targets a well-heeled executive audience with the aim of creating an association between the famed beer and a winning attitude.
The campaign is running across a variety of media - print, outdoor and television.
Daniel Teo, Asia-Pacific Breweries Singapore’s GM for commercial operations, said: “With a rich heritage spanning 76 years, Tiger Beer has always identified with Singaporeans on an emotive level. In keeping with the changing consumer landscape, we have to constantly refresh and innovate to stay relevant with the new generation of discerning drinkers.
“This campaign plays up our heritage of winning and effectively communicates with progressive adult drinkers of today in a witty, celebratory and appealing manner.”
The campaign’s print ads all carry a ‘Keep winning’ tag - not too dissimilar to Johnnie Walker’s ‘Keep Walking’ strap - and is backed by motivational copy such as ‘You vs you. Game on’ and ‘If winning isn’t everything, why do people keep score?’
A TV spot is running concurrently and features two bartenders squaring off as female clubbers come to them for beer. The barmen then begin showboating as they both open bottles of beer in increasingly impressive fashion - twisting, twirling and uncapping the bottles in rapid succession, thereby winning over the crowd.
The Singaporean beer brand’s latest communications serve as a prelude to a larger consumer campaign this month and is carrying through to its sponsorship of an art-themed showcase - Tiger Translate. The exhibition grooms local creatives and has helped connect them to internationally renowned artists, such as Faile, Surface To Air, Jeremyville, Stefan Marx and Jon Burgerman.
APBS recently expanded its operations in Mumbai to make India the 10th country in Asia-Pacific to produce its Tiger brew. Vivek Chhabra, regional director of South Asia and group business development director of APB, said: “It is timely that we now offer Tiger as a premium option to the many discerning Indian drinkers”
In addition, there are plans for the brewery to take Tiger to New Delhi, and Andra Pradesh in the South.
