Asia Pacific Breweries

Tiger Crystal Launch

Uncage Ultimate Refreshment

Many Singaporeans see Tiger Beer as a beer ‘for uncles’ and it has been gradually declining in sales over the last 15 years. To counter the situation, Tiger launched a new, modern beer aimed at a younger audience (millennials aged between 18 – 34) to refresh the brand and drive long term growth.

Our brief was to tap into a generation with a desire to seek out content that makes them look cool and feel cool. Armed with Tiger Crystal, filtered at -1°C for a lighter and smoother taste, we created an immersive and unique experience to launch Tiger Crystal - The Crystal Cold Ice Party, hosted at Singapore’s famous Tuck Lee Ice Factory. We partnered with uber-cool influencers, created ultra-cool instagrammable media and influencer kits and hosted, quite literally, the ‘coolest’ party in Singapore - it was a money can’t buy experience.

In those spaces, as well as the more traditional advertising and digital media, we created a strong visual identity and communicated a single-minded message across all mediums featuring real ice, cool blue hues, geometric shapes inspired by crystals, and followed up with a series of ASMR content starring Singaporean celebrity, ‘RRiley’.