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Asia Pacific Breweries looking to ‘radically reinvent’ Tiger in Singapore with BBDO hire

Tiger Beer logoAsia Pacific Breweries has confirmed the appointment of BBDO as its advertising agency for its iconic Tiger Beer brand in Singapore.

The appointment means that APB will part ways with its local Tiger agency of three years, BBDO’s sibling Omnicom agency DDB Singapore.

APB’s local marketing director Rene de Monchy said that BBDO would be tasked to help “radically reinvent” the Tiger brand in Singapore in the coming months.

While a popular brew locally, Tiger has nevertheless suffered from an image of being the brew of choice for “uncles” while foreign beers are increasingly preferred by younger Singaporeans.

In a statement from APB, de Monchy said:

APB Singapore has engaged the services of BBDO Proximity for work on its Tiger Beer brand in Singapore to derive more efficiency by leveraging BBDO’s strength in generating local content.

The company has parted ways amicably with incumbent DDB Group Singapore who worked on the account for the past 3 years.

Tiger Beer aims to reinvent itself radically, from internal to external, as we gear up for an exciting 2014.

Tiger’s regional advertising agency is Sydney-based Droga5.

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