In New Zealand, DB Breweries is launching a line of Tiger Bar Snacks to go along with Tiger Beer. The selection includes garlic grasshoppers, roasted scorpions, peri peri crickets, teriyaki mealworms, and roasted tarantula.
The concept "heroes the very essence of Tiger’s culture by embracing the unfamiliar", according to the brewer's agency, Colenso BBDO.
Says Dave Brady, creative director:
We wanted to reconnect Kiwi drinkers with a beer that was born on the streets of Southeast Asia. That’s why Easternising the Western bar snack felt like a natural response, one that demonstrated our attitude towards the unknown in a way that got people talking—and crunching.
The campaign includes OOH and online video featuring 'Eastern' tattoo artists, dancers, DJ’s and rappers, the agency says.
Ad Nut will stick with roasted cashews, thank you kindly. Ad Nut also hopes Kiwis don't get the idea that everyone in Southeast Asia commonly subsists on these particular foodstuffs.
Agency: Colenso BBDO
Marketing Director, DB Breweries: Sean O'Donnell
Senior Marketing Manager Heineken & Global Brands: Jeroen Schoorel
Marketing Manager International Brands, DB Breweries: Liesbeth Keulemans
Marketing Manager, Global Brands, DB Breweries: Kate van der Linden
Photographer: Magdalena Wosinska
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