Tiger Beer launches global #SayItWithTiger campaign to get whole world involved with CNY

Diego Costa

Diego Costa

Emily Ratajkowski

Emily Ratajkowski

Narelle Kheng

Narelle Kheng

Tiger Beer has launched a global digital campaign that aims to get the world involved in the Chinese New Year celebrations this year.

A microsite on invites fans of the Singapore-born beer to watch how six celebrities say the Chinese New Year greeting, and then create their own version in a similar or parody style.

American basketball player Chris Bosh, Chelsea footballer Diego Costa, model Emily Ratajkowski, actor Norman Reedus from hit TV show The Walking Dead, Chinese actor Zheng Kai and Singaporean swimmer turned actress Narelle Kheng are featured in the campaign saying the Lunar New Year greeting in Chinese. Watch Chris Bosh’s attempt:

And here is Norman Reedus’ version:

And Narelle Kheng’s:

The campaign, which will run until the end of the Chinese New Year celebrations, also involves a radio, print, outdoor and shopper marketing element, and was created by The Secret Little Agency. TSLA’s Shanghai office handled the China element, managing social and influencer management on WeChat and Weibo.

Roar into the New Year“#SayItWithTiger was founded on authentic social media behaviour, and is driven by a desire to relook the ways of expression during the festivities,” said Hanyi Lee, TSLA’s chief creative officer. “Opening up this exchange of greetings on an international stage is a warm invitation for other cultures into ours.”

Mie-Leng Wong, global director, Tiger Beer at Heineken Asia Pacific Breweries, added: “Chinese New Year is one of the most important festivals in Asia, and greetings play a very big part in these celebrations. As Asia’s premium beer brand, we want to take a bold stand to champion Chinese New Year in Asia and beyond, by rallying the rest of the world in this one shared greeting.”

TSLA was appointed Tiger Beer’s global digital agency in March last year. The Singapore-based independent works alongside the newly launched Marcel Australia, which was handed the global advertising account following the closure of Droga5 Sydney.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing