Tiger Beer to showcase Asian talent to the world in new campaign which celebrates the brand's heritage
Tiger Beer’s Asian roots take centre stage in a new campaign for the brand which features real stories from young Asian personalities.
‘Tiger Uncage’ showcases how these young individuals have forged their own paths, breaking free from conformity, much like the brand itself.
The creative, devised by Droga5, seeks to counter traditional beer advertising and speak to young adults in a personal way, inspiring them to realise their potential.
“Tiger is a brand that was created and cultivated in Asia. With ‘Tiger Uncage’ we aim to make everyone take notice of the incredible talent, creativity and passion that is now coming out of Asia,” said Cyril Charzat, senior director, regional sales and marketing, Heineken Asia.
Through the campaign the brand is portraying itself as a symbol of courage, encouraging people to ‘ignite the Tiger inside’ by taking a leap to follow their passions and dreams.
The partnership with Droga5 hopes to stimulate a new generation to embrace Asian iconic brands, following years of looking to more Western brands.
David Droga, CEO of Droga5, added: “Having lived in Singapore for many years I know first-hand just how great a beer Tiger really is. It deserves to be elevated to a truly iconic brand, so this is an amazing opportunity.”
‘Tiger Uncage’ is now set to launch in 25 countries with film, print and integrated digital engagement programmes, starting with Singapore this week. An enhanced vibrant brand identity running across all consumer touch points, including fresh logos, visuals and packaging, will support the campaign.
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Droga5
Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print,...
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