Successful Local Brand: Tiger Beer

About Tiger
Launched in 1932, Tiger Beer became Singapore's first locally brewed beer. It is a 5% abv bottled pale lager. Tiger Beer is brewed in 12 Asian countries It is brewed locally by Asian Pacific Breweries.

About Tiger
As APB's (Asia Pacific Breweries) flagship brand, it is available in more than 70 countries worldwide including Europe, USA, Latin America, Australia, New Zealand, and the Middle East. Tiger Beer places a high emphasis on quality. Using only the finest ingredients from around the world, every bottle of Tiger goes through a strict brewing process. The process includes taste testing over 10 different water samples a day (for the freshest water available), and more than 200 quality checks.

Brand Strategy
To be a world acclaimed beer appealing to an
international audience as well as local consumers.

Brand Vision
Loyal to our relentless pursuit in being the finest premium brew in the world. Our look reflects vigor, brilliance and commitment. Now, whenever and wherever Tiger is enjoyed, you can be assured of its international acknowledgement of quality.

Logo

Previous Logo

Current logo

The previous logo showed the tiger merely standing up, and is contained within the circle of the logo. In the current logo, the tiger is depicted as more fearsome, and majestic in its posture. The tiger is no longer contained in its circle but one paw is stepping out of its circle. This symbolizes Tiger Beer as being more aggressive, taking on the world, thus stepping out from its humble Asian beginnings to conquer the world.

Corporate Brand Efforts

2005: APB Ranked Amongst Singapore's 15 Most Valuable Brands

APB's Flagship Brand: Tiger Beer While it is a recognition of our growing presence in the international market, the award is also an affirmation that our brands, in particular Tiger Beer, have been the preferred choice of beers for many beer lovers.
- Mr Koh Poh Tiong, Former Chief Executive Officer, APB

2009 Advertisement Campaigns

Emphasizing its stature as an international beer brand, Tiger raised its profile with the Winning the World Over advertising campaign, launched in April 2009.

- Tiger further sustained its rapport with discerning young adults when it aired the advertising campaign, Zip, later that year.

2010: APB Wins Big at World Beer Cup 2010 in Chicago

- Asia Pacific Breweries was awarded the Brewers Association World Beer Cup 2010 Champion Brewery and Brewmaster. - Tiger Beer was awarded Gold medal in the International Style Lager category

2010: Tiger Scores with Red Hot Striker Wayne Rooney

Tiger is the first Asian beer brand to sign on international football icon Wayne Rooney. He champions its latest regional thematic campaign, "The Game Never Ends".

Advertising

TVC The Game Never Ends

http://www.youtube.com/watch?v=mtd_WxhbPeg

TVC - Enjoy Winning

http://www.youtube.com/watch?v=BfZta3CBppU&feature=fvw

Tiger Sky Tower

Tiger Brewery Tour

Print Advertisements

Enjoy Winning

Enjoy Winning

Said to be the largest billboard in the country, the advertisement stands 131 metres wide and 12 metres high along the AYE expressway at 43 Keppel Road.

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Enjoy Winning

An example of a print advert for The Last Tiger commercial at a bus stop.

A print advert that highlights Tiger Beers strengths, capturing audiences attention.

The Year of The Tiger

Coinciding with the Year of the Tiger, this print advertisement carries an appropriate message: In the Year of The Tiger, what else would you drink?

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Social Media

Social Media

Won the Bronze Award for Most Effective Use of Product Design & Packaging category at the Asian Marketing Effectiveness Awards 2010

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Stand Out With Tiger Beer

Strategy Positioning Tiger Beer as a brand and product that will allow consumers to STAND OUT. It demonstrates how consumers of Tiger Beer stand out from others to be unique, cool and contemporary.

Stand Out with Tiger Beer

Phase One Repackage Tiger Beer bottles with cool and temporary designs by internationally acclaimed artistes.

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Stand Out with Tiger

Phase Two Establishing a community platform on Facebook

Stand out with Tiger Beer

Phase Three Partnerships with Nuffnang to organise a STAND OUT party which was open to the entire blogging community

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Brand Sponsorship & Partnership

Partnership with Barclay

Broadcast sponsorship of the Barclay Premier League in Southeast Asia. Partners with Barclays Singapore Open, a key event in the international golfing calendar

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Tiger Beers Eye on Asian Films

Supports the phenomenal growth of Asian films within the UK. Highlights - Staged exclusive screenings of Enter the Dragon to celebrate Bruce Lees 65th birthday in October 2005. - Collaborated with leading Asian film distributor Tartan to stage the annual Asia Extreme Film Festival.

Corporate Social Responsibility

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APB Foundation Inspire Programme

Support the public-private partnership in arts development initiated by the National Arts Council (NAC) Funds specific plans drawn up by arts organizations and/or artists that would bring their works to the next level

- The adopted beneficiaries will each receive S$30,000 per annum

APB Foundation Scholarship

For Undergraduates who suffer from various disabilities Collaboration with the National Council of Social Service (NCSS) Open to all students with excellent academic results in a local university

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APB & Singapore Art Museum

In 2007, APB announced a 15-year partnership with Singapore Art Museum to develop and promote contemporary art in the Asia Pacific region APB Foundation Signature Art Prize The award is the largest prize in Southeast Asia and will place Singapore on the global map for contemporary art

Wounded Tools together with its creator, Mr G.R. Iranna, one of the award recipients of the APB Foundation Signature Art Prize

Tiger Translate

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Tiger Translate

Tiger Translate
Multi-disciplinary initiative constantly exploring new creative platforms Hundreds of highly sought-after works have been created, spanning a range of fields including:
Music Art Graffiti Fashion Illustration Animation Design Photography

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Tiger Translate
Conceived in 2006 by Tiger Beer Since then, Tiger Translate has been working with creative industry pioneers to uncover the best emerging artists from across Asia Said artists form a collective known as Tiger AKAs (Asian Kinetic Artists) Committed to showcasing Tiger AKAs work worldwide, Tiger Translate has held events and exhibitions in leading cities such as New York, Berlin, and Beijing

Drink-Driving Campaigns

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Drink-Savvy.com

Drink-Savvy.com
Dedicated to promoting and educating the public on responsible drinking

- The first of its kind by an Asian beer brewer to actively involve stakeholders in the Asia Pacific region to learn about, value and enjoy drinking responsibly.

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Get Your Sexy Back

Get Your Sexy Back

- Spearheaded by Asia Pacific Breweries Singapore - First youth-led program aimed at encouraging responsible drinking - Originally conceived by a student project team from Nanyang Technological University

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Conclusion
What makes Tiger Beer such a successful brand?
Successful marketing campaigns that bring about brand awareness With a strong brand name, along with attention grabbing taglines, Tiger Beer creates a positive brand identity Tiger Beer is connected with social media Tiger Beer acknowledges brand partnerships and sponsorships, thus building strong relationships with other partners APB and Tiger Beer give back to the Communities

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