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Tiger hits the streets in new ‘Beer with Bite’ campaign


Tiger hits the streets in new ‘Beer with Bite’ campaign


Tiger Beer has launched itself as the ‘Beer with Bite’ in a new global campaign.

A new Tiger Beer campaign by Marcel Sydney establishes the brand as the ‘Beer with Bite’ with a series of 30 and 15 second films.

Each film – ‘Beer as bold as the streets‘, ‘Brewed with 100% solar energy‘, ‘Brewed fresh in Singapore for Singapore‘ and ‘Brewed for the spice of street food‘ – celebrates a different part of the brand’s identity, from its heritage as a street food favourite, to its use of solar power which runs its Singapore brewery.

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Marcel’s executive creative director, Scott Huebscher, says, “Much of Tiger’s power as a brand comes from its visceral street origins, so we started there and stayed there. We wanted to create films that didn’t just tell you about Tiger; they pulled you out of your seat and slammed you down in Asia.”

“Tiger embodies the vibrant energy, attitude and bold creativity of the streets of Asia,” says Mie-Leng Wong, global brand director of Tiger Beer at Heineken.

“It was important to ensure that we capture and visualise the brand’s character in the films and establish (ourselves) as the ‘Beer with Bite’.”

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Matt Devine of Revolver shot the spots on location in Singapore, and the brewery partnered with up-and-coming French music composer and producer Mika Abadie for the soundtracks.

Alongside the films, a collection of key visuals hero the bottle and launch the brand’s new look. These executions then appear at the beginning of each film, in the hope of creating a through-the-line story of the brand’s credentials.

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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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