Introduction

Tiger Beer is the most coveted beer in Singapore. Birthed in Singapore

in 1930 then merged with Fraser and Neave (F&N) and Heineken. The
merger was named Malayan Breweries. In October Tiger beer
launched their product as the first Singapore beer. ( Tiger Beer n.d)
Malayan Breweries then was renamed Asia Pacific Breweries in 1990.
The named represented them dominating the Asian market and
currently is supported by 28 breweries in Asia. It became an
international recognized brand, being available in more than
60countries and had won over 50international accolades and awards.
( Tiger Beer n.d)
The brew itself is distinguished in its blue and silver packaging and a
logo with a tiger and palm tree in it. Currently Tiger Beer product range
are Tiger Beer gold, Tiger Beer crystal , Tiger Beer Radler and Tiger
Beer Lager. This report will be focusing on Tiger beers lager beer
advertising efforts.
Target audience
Tiger beer in Singapore has been enjoyed by any age that above legal
law. Tiger beer has released a media statement of their newest
international campaign Uncageby Droga5, targeting audiences that
are above drinking age to 35years old. The project Uncage specifically
attacks Asian audiences as they positioned themselves to dedicating
14 Asia pacific countries for their market. Tiger Beer felt that the Asia
Pacific market had potential and the demographics of Asians appealed
to the brand itself. Tiger beer then chooses to advertise using its
cultural advantage to appeal to their audiences. They are expecting
70% of global beer growth over the next five years. (Heineken 2014)

Picture source: HEINEKEN Asia Pacific 2014

Tiger Beer also target soccer fans, given how often football elements
are incorporated in their advertisements.
Traditional media
Television
Tiger Beer advertisement frequent on channel 8 and channel 5.The
reason they target channel 8 is because in terms of race, the Chinese
consumption of alcohol is reported to be highest by Ministry of Health
(MOH) (National Health Survey2004).Rather than channel U, channel 8
also have more viewership and showcases local content. Therefore
channel 8 is a good outlet to advertise in subtle way of showing its
Singapore roots. Channel 5 on the other hand was chosen because it is
the only free to watch channel in English that their target age group
audiences watch. It is also the only free channel to watch soccer
matches. This suited Tiger Beer to advertise their product to soccer
fans.

Enjoy Winning Campaign during 2009 had so much success that it

exceeded usual TV deliveries compared to the past campaigns it made
Tiger Beer Brand tracking score go up.(SPHION 2009).

Radio
Tiger Beer has worked with HOT 91.3FM to promote their beer. HOT
91.3FMs targeted listeners are below the age of forty. (Chan 2009) The
content they broadcast are usually the latest, most popular and rove
about events that appeal to the youth in Singapore. Tiger beer chooses
to advertise due to its youthful factor and the targeted age group
being very close to what Tiger Beer is looking for.
Print media
Tiger Beer has been working with Singapore Press Holdings (SPH) for a
long time. Tiger beer has advertisements in almost all their newspaper
in high frequency. The more notable prints are The Straits times and
My Paper where they launch creative and huge advertisements. The
Chinese newspapers,Lianhe Wanbao, Lianhe Zaobao and Shin Min
Daily News advertises Tiger Beer too, one of their more notable
advertisement was on 2009 for the Winning the World Over. People
who purchased the newspaper got to redeem limited edition Tiger Beer
collectibles. This tactical strategy was very well received.The local
press feels obliged to help the local brand grow.(SPH 2009)There is an
advantageous alliance between SPH and Tiger Beer so Tiger Beer
exploit this particular media to have their brand more wide spread.
Primary The Straits Times readers are working adults and My Paper
targets Younger audiences. They also fulfilled Tiger Beers
requirements.
There are no notable magazines that Tiger Beer sustained to advertise
on.
Outdoor Advertising
Tiger beer aggressively plasters advertisements around Singapore.
Most commonly seen would be posters outside heartland coffee shops.
This use of outdoor advertising is what Tiger Beer used when they
launched their first beer to generate awareness.(Tiger Beer n.d)

Picture Source: Marketing Interactive 2014

At 43 Keppel road, the central south of Singapore, sits Tiger Beers
Uncage largest billboard. This location is strategic as it is near
Vivocity/Sentosa and Marina Bay sands where tourists and party goers
pass by frequently.
Tiger Beer also put up picture advertisement on bus stop billboards
around the central area in Singapore. This is to capture the attention of
office workers and party goers the advertisement they use contain
little words. Bus stop advertisement require quick reading and
Event Advertising
One of the more notable events was held during the month of January
in Malaysia nationwide; Tiger beer launched on-ground events for
Chinese New Year for the promotion of Celebration of Golden
Prosperity. The locations of the road show campaign was broadened
to a degree of casualness as one of them took part in a food court at
Klang Valley. The campaign itinerary consisted of Lion dance
performances, lucky draws meet and greet the prosperity god and
performances. They organized an exciting of Crack open a golden
egg which let consumers who purchased tiger beer on the spot stood

a chance to win prizes, 10x500g or 90x10g pure gold.(Tan 2015) This

event had won the hearts of young and old consumers

Picture Source: Asia Pacific Breweries Singapore 2014

The road show scene for Tiger Beer in Singapore is consistent in the
element of having beautiful women to advertise and give out samples
to the public. This is majorly to attract male audiences.
Product placement
Tiger Beer seemingly appears in movies especially Jack Neos Films,
one of them being One leg Kicking (2001).(Tan 2008)The type of
placement Tiger Beer uses is the stealth placement to let their product
be a part of a scene background.

Tiger Beer also used this tactic on one of their local campaigns;
Unofficial History of Singapore 2015.This advertisement appeared in
new media and television. The advertisement consisted of the telling of
How chicken rice was invented and Tiger beer sits unsubtly appears in
the background.

Stunt Advertising
In 2015, Tiger beer launched a stunt of putting a 'Mystery crate' in a
bunker. The results were successful. This stunt has sparked a debate
between people and it was discussed by bloggers and threaded on the
social media. This had also well grabbed the attention of the press. The
Straits Times had published an article about this stunt.(Zaccheus 2015)
New media
Search engine optimization

Picture Source: Google 2015

Tiger Beer paid Google to have their website be right at the top when
people searched for it.
Webpage
Tiger Beers Webpage is linked into their Facebook, Instagram and
YouTube page.
TigerB makes use of their merger to advertise on their brother brand
Heinekens Website. Tiger Beer announces their media campaigns and
media press releases not only on their webpage but on Heinekens
webpage too.
Social media
Tiger Beer had to go on to social media because of ditigitalisation, this
will help them to connect directly with their potential audiences and
build strength with current audiences. It is a important integration for
a successful brand to gain more presence.

Facebook
There are a total of over 1.3million likes on Tiger Beers Facebook, in
this platform they use it to strengthen customer loyalty and attract
more consumers by having their current audience to like and share
their events, activities, posts and updates. Facebook posts are mostly
link in with their website itself. They religiously publish youthful and
exciting content to attract the readers attention. Tiger beer also buys
ad spaces for their ads to appear on their target age group sidebar.
The Facebook demographic in Singapore is highest among 25-44 years
old. This suited Tiger Beer advertising audience.(Singapore business
review 2012)
Instagram
For this social media platform, Tiger Beer do not have as much success
as Facebook. They use instagram to actually hold a contest This
application is especially popular with young adults and ladies. Tiger
Beer did not maximize their potential of this platform because they do
not update regularly. This platform was also used for one of Tiger
Beers online contest, Uncage,Lets unleash our pride this national
day it had submissions due to Instagram hashtags and advertising on
their Facebook.
Youtube
The tiger beer account in YouTubes had more than 3million hits. This is
achieve by searches, link up from social media. Tiger beer also buys ad
spaces that appear before Youtube video itself.
Tiger Beer worked with Three Potatoes a local Youtube comedian
group. The video they stealth advertised Tiger Beer as a prop received
almost 600 thousand views. This YouTube group targets young
audiences, they provide local, humorous and entertaining content to
the crowd.(Tiger Beer Facebook 2014)
Blog
Tiger beer paid Alvinlogy, a blog with web traffic around 2,000 to over
30,000* readers a day. The blog posts are frequently quoted and
sighted in both local and international newspaper, magazine, radio and
TV. Alvinlogy posted a paid ad of the Uncaged campaign, then Alvin
Lim shared how he Uncages himself.(Alvinlogy 2014)

Media event

Picture Source: Campaign Brief Asia 2014

Tiger twist is the most impactful and interactive media event Tiger
Beer had participants in. The fuse of new media is used in this project.
It was so successful that many international mass media have report of
this event. The Tiger Twister music video made was a motivator hook
to others therefore they received so many responses.
Competitor
Tiger Beers strongest competitor in Singapore is Carlsberg. They
market themselves as the Best beer in the world. When there is no
alternative for either beer, high chances of the consumer buying would
be the rival beer. Carlsberg is not a local brand so it does not attack
Singapore as aggressively with their advertisements compared to Tiger
Beer. Carlsberg, like Tiger too, targets soccer fans but additionally
rugby fans. The demographic of what Carlsberg target is not just young
adults. Their video advertisements mostly appeal to all ages above
legal law and ethnics.(Carlsberg 2015) Carlsberg also strongly

advertise their beer in clubs to focus on targeting party goers, they

often organize events inside clubs
Differences

Picture Source: Google Play 2015

Unlike Tigerbeer, Carslberg have immerge themselves in the mobile
advertising platform. They created more than ten free applications for
Android, Apple and Windows device.

Carslberg also advertises on magazines that specifically targets above

18years old male. They advertise on magazines FHM and Mens Health
internationally, not just for Singapore.( Kuan, Tjia ,Shin 2011)
Recommendations
Tiger Beer has yet step into the mobile application industry which is
the fastest growing new media platform. Youths prefer to use mobile
applications because of its convenience and they could fuse QR codes
on their traditional print adverts. They can also display their print
advert electronically on soccer mobile games or application. The
advertisement would be unavoidable if the user wanted to use the
application. Mobile advertising then can be a fusion of traditional and
non-traditional ad if Tiger Beer directly markets to the application or
website itself.
Only their Facebook and tastefully designed webpage was appealing in
the new media advertising sector. To reach out to more crowd Tiger
Beer needs to be more versatile with their social media and advertorial
placements.
Conclusion
The ad Tiger Beer uses gives positive association and is effective. Tiger
Beer uses a lot of persuasive advertisements and they have dominated
most of the non-traditional advertising outlets. They have good sizes to
make their advertisement notable in especially outdoor and print. They
do need improvement on their new media outlets and surge into the
mobile advertising market.
Words : 1957