Brought to life through a series of 30-second and 15-second films created in partnership with Marcel Sydney, Tiger tells the story of the bold attitude and flavour behind this bite, from the invention of tropical lagering in 1932, to the use of solar power to brew every bottle at its Singapore brewery.
The campaign also demonstrates how Tiger’s full-bodied flavour still manages to hold its own in the heat of the Asian streets and is a true match for the spice of street food. To capture the feeling of the streets of Asia first-hand, Matt Devine of Revolver shot the spots on location in Singapore.
Tiger also partnered with up-and-coming French music composer and producer Mika Abadie, who responded to a blind brief. Alongside the films, a collection of key visuals proudly hero the Tiger bottle and launch the brand’s new look.
Mie-Leng Wong, global brand director of Tiger at Heineken, said: “It was important to ensure that we capture and visualise the brand’s character in the films and establish Tiger as the ‘Beer with Bite’.
“Tiger’s ‘bite’ is a truth not only of our flavour, but of our attitude as a brand.
“Tiger embodies the vibrant energy, attitude and bold creativity of the streets of Asia. That unconventional spirit that has been at the heart of our brewing and created a beer that is both refreshing and full-bodied at the same time.”
Scott Huebscher, executive creative director at Marcel, said: “Much of Tiger’s power as a brand comes from its visceral street origins, so we started there and stayed there.