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Tiger Beer to reveal new global campaign with Singapore the launch market

"Don't live life in a cage"

“Don’t live life in a cage”

Tiger Beer, the Singaporean brew owned by Asia Pacific Breweries, is to unveil a new global campaign at a press launch tonight.

The campaign is to run in 25 countries, and breaks first today in the brand’s home market.

Locally, press ads are running in Singapore newspapers TODAY and the Straits Times featuring the famous tiger icon with its head out of view.

A Tiger Beer spokesperson said that the campaign would be adapted locally in Asia, and the ‘Don’t live life in a cage’ line would not be running in Hong Kong, where some of the territory’s poorest people do, in fact, live in cages.

The press ads lead the reader to the URL tigeruncage.com, where the landing page reads “coming soon”.

Tiger Uncage

BBDO handles Tiger’s advertising in Singapore, having taken over the account from DDB last month. Sydney agency Droga5 was handed the regional ad account. Publicity around the launch is being handled by Ogilvy PR.

More will be revealed later about the overhaul of the brand, which has gone through myriad brand identities and tried working with many different agencies over its 82-year history.

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