Tiger Beer has long been associated with Asian food in the UK due to its provenance and distribution in Asian restaurants. In order to increase market share and to satisfy Heineken’s portfolio strategy we needed to change audience perception that ‘Tiger is only a restaurant beer’ to ‘Tiger is a credible beer I’d drink with mates on a weekend night out.’
Three insights informed our strategy: the Far East is dynamic, modern and fast paced; Tiger Beer has a unique depth of flavour; the tiger is a bold, independent and revered animal.
Discover The Hidden Depths was the advertising line and brand ethos providing social currency for its 20 something male audience, for whom impressing friends through knowledge and experience is so important. Using Asian-inspired, detailed illustration gave us a creative look and feel that was more rewarding the more you looked at it.
We helped consumers discover contemporary facets of the Far East and, closer to home, the stories behind their favourite record labels.