Tiger Energy Biscuits: Tiger Energy Lunchbox

Gabriela Loren Bade

Campaign details

Brand owner: Mondelez
Agency: Ace Saatchi & Saatchi Advertising
Brand: Tiger Energy Biscuits
Country: Philippines
Channels used: Newspapers, Point-of-purchase, in-store media, Product and other sampling, Public relations, Sales promotion, Television
Media budget:

Executive summary

Since its launch in 2009, Tiger Energy Biscuits had grown and was already an accepted and well-known brand. However, it had continued to struggle. Despite its unique benefits of nutrition and 'energy', Tiger was still not a must-have for Filipino mums. Standing out in the category was not translating into business. Moreover, the consumer mindset on the biscuit category was working against the brand – causing it to go downhill.

2012 was make-or-break year for Tiger Energy Biscuits.