Tiger Crystal

Integrated Campaign, Experiential

The Coolest Launch

Giving Tiger’s coldest new beer the coolest launch ever.

In recent times, Singaporeans have begun to see Tiger Beer as a beer for ‘uncles’ (older gentlemen). With gradually declining sales over the last 15 years, Tiger needed to counter the situation, refresh the brand, and drive long-term growth.

Our job was to introduce the next generation of Tiger drinkers to their new Tiger Crystal offering in a way that reflected younger attitudes towards going out and their preference for smoother tastes.

Making Gen Z look and feel cool.

From YOLO to FOMO and JOMO, it can be hard to pin down what Gen Z stands for. But one thing we do know is that this is a generation that prioritises experiences over objects. This desire to seek out content and experiences that make them look and feel cool led to our strategy: providing them with an immersive and experiential introduction to this ice cold and uber cool new beer.

Creating a Crystal Cold,
Extra Smooth world.

Driven by our core strategy, we developed a platform which would be delivered throughout the Tiger Crystal campaign: Crystal Cold, Extra Smooth.

Our platform was all about inviting people to step into a world of Crystal Cold, Extra Smooth experiences and get a feel for just how cold and cool Tiger Crystal is.

From partnering with uber-cool influencers and sending out ultra-cool instagrammable gift packs through to hosting an epic one-of-a-kind party, we created a world that everyone in Singapore wanted to be a part of.

A crystal cold ice rave.

For the launch, we went big, and brrr, transporting media, influencers, and special guests from the sultry tropics to a frosty fiesta: The Tiger Crystal Ice Party.

And, with a beer that’s brewed at -1°C, we couldn’t host the party anywhere else than right in the heart of Singapore’s much-loved Tuck Lee Ice Factory, turning it into an Instagrammer's paradise with shimmering sub-zero settings. Tuck Lee, known for its arsenal of ice, became the backdrop for our frosty wonderland. The connection it shares with Singaporeans is as deep and cool as our beers.

We’ve all heard the phrase, “Need ice? Head to Tuck Lee!” Now, if you want an ice party, the same answer applies.

It was the most successful product launch event in Tiger’s history and it has become the blueprint for the other markets!”

Terence Chen, Marketing Manager Asia Pacific Breweries

By helping people see Tiger in a new light, the successful launch event opened the traditionally known “uncle” brand to an entirely new and younger audience, resulting in over 2x the projected sales goals of Tiger Crystal beer, delivering both strong sales and volume growth.



GOLD  Most Effective Use of Launch

GOLD  Most Effective Use of Experiential

SILVER  Most Effective Use of Event

SILVER  Most Effective Use of Specific Audience


GOLD  Brand Awareness

SILVER  Event Marketing (Physical)


GOLD  Most Effective Use of Video



PR value


Category norms in all ‘perception’ related KPI measures

Almost 5M

Reach in just 12 weeks

3% Growth

The first positive business growth for the brand in the last 15 years
Festival Management & Production: Fabrik

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