Tiger Beer is to Singapore what Carlsberg is to Denmark and Budweiser is to the United States - arguably the most classic beer brand in the country, and it has been locally brewed since the 1930s.
As part of Singapore’s recent 60th National Day celebration, colloquially known as ‘SG60’ locally, the brewery opted to launch a large-scale immersive, experiential marketing campaign to both celebrate the milestone as well as tap on local drinking trends.
“One trend we’re tapping into is occasion-based drinking – Consumers today are choosing drinks that suit the moment, whether it’s a quick beer at the kopitiam (local coffee shops), a chill night at home, or stocking up for a celebration,” Tiger Beer parent company Asia Pacific Breweries Singapore (APBS) marketing director Gerald Yeo told us.
“We’re also seeing a strong demand for convenience and instant rewards, where shoppers want experiences that are simple and accessible; and of course, the experiential angle.”
To tie all of these together, Tiger Beer partnered with MONOPOLY, another classic name that most local consumers grew up with in order to design its Tiger SG60 MONOPOLY: PLAY, SIP, WIN campaign covering supermarkets, convenience stores, foodservice outlets and more.
Key highlights included roadshows as well as the use of ‘property cards’ in both digital and physical formats to win prizes.
“The whole idea has been to tap into o that little thrill of not knowing what you’ll get,” he added.
“It’s kind of like a blind box, which is of course all the craze now as well, but instead of figurines consumers are collecting property cards.”
Appealing to younger consumers
Blind box opening is a trend that has recently been raging in the APAC region among younger consumers from Gen Z to millennials, popularised by companies such as Pop Mart and characters such as Labubu.
This trend involves the purchase of sealed boxes containing toys or other collectibles so the buyer does not know what they have gotten until they have made the purchase and opened the box.
This is said to tap on the psychology of various factors such as curiosity, gambling, luck, thrill of the unknown and the potential of finding a valuable or limited-edition collectible.
Tapping into new trends such as these has been crucial, not only for the celebration but also to boost Tiger’s multi-generational appeal given its long history.
“Tiger’s been around since 1932, and with that kind of heritage, some might assume it only appeals to the older generation of drinkers – but the reality is that Tiger has evolved a lot over the years and so have our drinkers,” Yeo said.
“Recent brand studies show that Tiger is far from being an ‘uncle’ (local colloquialism for ‘old man’) brand. In fact, it resonates strongly with younger drinkers who value authenticity and heritage but also want something that feels fresh and relevant.”
Evolving with the times
In line with this, Tiger is committed to stay relevant to both younger and older consumers in the market.
“For the rest of the year, our focus is on staying relevant by showing up in new and meaningful ways, bringing beer into fresh occasions and conversations,” Yeo added.
“We have a strong platform to keep building on, with new formats, bold flavours, and campaigns that reflect the energy and attitude of today’s generation and will continue to innovate around how and what people drink.”
Tiger has launched various unique drinks in recent years that reflect this, such as its Tiger Soju Infused Lager targeted at younger drinkers.
“Drinkers, especially the younger consumers today, are more adventurous. They’re open to new flavours, formats, and ABV levels, and that’s pushing us to be more creative with our portfolio,” he said.
“It’s no longer just about one type of beer for all; it’s about having the right option for the right moment.”
