BRAND HISTORY

1942

2007

Breweries Limited
released
Singapores very
first beer, Tiger
Beer

2014

1951

1932
Malayan

Allied servicemen

Tiger Beer won its

Its operations span

Tiger embarks on a new

stationed in

first-ever gold medal

30 breweries in 12

direction, throwing

Singapore cultivate

at the

countries, and its

down the gauntlet and

a taste for Tiger

Commonwealth

beers line shelves in

inviting young Asians to

Bottled Beer

over 60 countries.

Uncage

Competition.

NEW BRAND
POSITION

Boldness of
design

Flavour

WHY BEER?
1800
1600

1637

1400
1200
1000
877

800
600
400

488

200

232
156

Vote

Source: InfoQ VietNam

Target Customer
Gender: both male and female
Age: 18-35
Location: Asia
Hobby: Love party and hang out with
friends
Tiger beer aimed at the Young
Asian who want a cup of beer to
enjoy great time with friends.

PREVIOUS CAMPAIGN

Insight: After a stressful day people are

constantly seeking out ways to spend quality time
with their friends and colleagues over the beer they
love.

Objective: This campaign aimed at

reinforcing Tiger Beers positioning as the enabler
of great beer experiences for beer lovers and their
friends.

Strategy: Tiger continued to create a series

of solutions to help people live it up through their
"Tiger Time" experiences.
+They launched Special 'Tiger hour' deals at
various bars and clubs.
+They connected with the Formula 1 SingTel
Singapore Grand Prix to bring bartainer to the
event. The Bartainer,to be located around the
circuit, will offer race fans the opportunity to
experience the best of the race within a Tiger Beer
setting.

=>+The young generation puts more trust on brand on social

network than the older generation
+TV and newspaper is still the most effective means to
attract new customers.