Tiger Beer chooses football icon Son Heung-Min for its global Lunar New Year campaign
Tiger Beer, the leading Asian beer brand from The Heineken Company, has signed on global football icon and leading South Korean player Son Heung-Min as its ambassador, to showcase Tiger Beer’s mission to help people uncage their inner tiger.
‘The Year of Your Tiger’ brand campaign
Son has had an interesting journey - from a South Korean professional footballer to becoming an international football icon, all the while dreaming big and never giving up in the face of adversity. He is currently known to be the highest-scoring Asian player in Europe’s premier club competition.
The just-launched ‘The Year of Your Tiger’ campaign, featuring Son has been conceptualized by Publicis One Team Tiger in Singapore.
The campaign has been designed to ignite a movement to encourage people to set aside their fears and achieve their boldest ambitions in the Year of the Tiger, which will begin at Lunar New Year on 1st February 2022.
The ambitious campaign kicks off a year-long creative platform led by the newly appointed brand ambassador. As a part of the campaign, Son is declaring how the Year of the Tiger is inspiring him to target his boldest ambition yet – to win a major trophy for his country. The ambitious campaign also has Son inviting his followers to share their own bold goals for the Lunar New Year. Son and a cast of influential voices across the Asia Pacific will also share personal stories, over the next 12 months, about dreaming big and how they intend to make the Year of the Tiger their own year.
The campaign has been directed by Sweetshop’s Fausto Becatti and will be rolled out in all Tiger markets starting with Asia, Oceania and Brazil.
Tiger Beer has had an interesting and brave journey - it’s been part of the cultural fabric of Singapore and Malaysia since 1932 and is the growth engine in APAC for Heineken company. Sean O’Donnell, global brand director, Tiger Beer, says, “the brand was born from defying the odds with a bold and courageous spirit.” Brewing beer in the tropics was thought to be impossible until we did it, he adds.
About the fit of the brand ambassador, O’Donnell says, “Son is a global icon who perfectly embodies this spirit of Tiger Beer – he is courageous, confident, and unstoppable.”
Melissa Teoh, Tiger Beer’s global marketing manager, communications and digital, adds, “In the Year of the Tiger, we plan to go beyond simply inspiring people to pursue their passions but will also empower people to do so.”
Brand ambassador Son Heung-Min, explains, “The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves.” “
I’m delighted to partner with Tiger Beer in this movement to inspire people everywhere to own the year by embodying the spirit of the Tiger,” he adds.