"Its objective is to establish the Tiger point of view in the Thai market," explained Phil McDonald, deputy managing director of Leo Burnett Thailand, the brand's agency.
Tiger launched in the market in July last year and the TV spot is the first brand communication, other than credentials advertising, that the agency has done following its debut.
Tiger launched in the market in July last year and the TV spot is the first brand communication, other than credentials advertising, that the agency has done following its debut.
The spot, in 45- and 30-second versions, follows the theme 'Success comes from taking action, not talking'. The storyboard follows a climber making his way to the top of a snow-covered mountain. The sound effects over the visuals are of a crowded bar, while a man talks about the incredible feat of climbing the world's tallest mountains. The commercial was shot in New Zealand with key crew from the Hollywood movie Vertical Limit, enduring minus-20 degree temperatures and blizzards over the five-day location shoot.
"The spot establishes Tiger as a brand that holds inner qualities like 'always taking action' in the highest regard," said McDonald. "It also plays in a territory that is clearly different to the other international and local beer brands. Its confidence not only matches its credentials, but is also very aspirational."
The company has been pushing Tiger through event marketing around the English Premier League and regional sponsorship. "The TVC will be supported with event marketing and point-of-purchase initiatives," said McDonald.
Tiger is positioned in the standard-to-premium segment, directly in competition with Singha. The standard segment accounts for 12 per cent of the US$1.8 billion beer market in Thailand.