Tiger Beer unveils campaign by Sydney-based Droga5 to create a ‘global iconic Asian beer’

Tiger campaignOne of Singapore’s most famous brands, Tiger Beer, has unveiled a new global ad campaign created by the Sydney office of Droga5.

The campaign, based around the idea of releasing young men from their limitations and inhibitions, will run in 25 markets in the region.

The brand has unveiled three new spots based around the theme ‘Tiger Uncage’, created for the Asia-Pacific region by the Droga5 team in Sydney, in a bid to make the brand a ‘global iconic Asian beer’.

They feature China-born tattoo artist Joey Pang, Singaporean director Anthony Chen and New York-born Asia-based stuntman Charlie Ruedpokanon who are all ‘uncaged heroes’.

Tiger global brand director at Heineken Asia Pacific Mie-Leng Wong said in a statement: “Tiger is a brand that was created and cultivated in Asia. With ‘Tiger Uncage’ we aim to make everyone take notice of the incredible talent, creativity and passion that is now coming out of Asia.”

Today, Tiger ads ran prominently in Singapore’s top two newspapers, the Straits Times and TODAY, going with the slogan, “Don’t live your life in a cage”.

Tiger assured Mumbrella that this line would not be used in Hong Kong in regional campaign roll-out. In Hong Kong, some of the territory’s poorest people live in cages.

Tiger eventThe lavish unveiling took place at one of Singapore top venues, casino resort Marina Bay Sands. Tiger Beer was the first brand to hold an event in the Rain Oculus of the ArtScience Museum.

The decision to appoint Droga5 started from a meeting between the agency’s founder David Droga, and Mie-Leng Wong at advertising festival Cannes Lions, just after Heineken’s acquisition of Tiger Beer in 2012.


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