Client: Tiger Beer
Brand: Tiger Beer
Project: Overnight
Media: Outdoor
Country: United Kingdom
Date Run: March 2008
Overnight

DESCRIPTION

Brief

Although Tiger beer has enjoyed a period of sustained growth since being introduced to Western bars and clubs in the late 1990s it now finds itself facing increased competition and has struggled to maintain a clear, differentiating and motivating brand position.

 

Our brief was to aim for Tiger to become the leading Asian lager (in the UK at least), so we needed to firmly establish its credentials and provide a compelling reason to choose it over and above other alternative premium lagers.

Solution

The distinctive posters present a unique vision of Singapore which awaken feelings of nostalgia and intrigue for 1932 when Tiger was first brewed.  It introduces Tiger beer as ‘The Far East’s Most Desirable Export Since 1932’. Each piece depicts a cargo ship piled high with its precious load of crates of Tiger leaving Singapore and bound for British shores. Each ship has its own cautionary sign in the style of those found on Securicor vans and the like. They warn people against the temptation to scale the ship to reach the crates of Tiger – one says ‘Cargo is securely locked. Crew has no access to keys’; the other ‘No Tiger Beer left on board overnight’; and finally ‘Warning; Anti-climb paint.’

 

Tiger’s new campaign comes at a time when consumers are increasingly interested in brands which are authentically produced and which are genuinely exported to the UK from other markets.  The campaign asserts Tiger’s premium beer credentials amongst UK drinkers and dramatizes the brand’s rich and unexpected history as Singapore’s most desirable export.