Tiger Beer: Blue Christmas

Abhijit Das

Campaign details

Brand owner: Viet Nam Brewery Limited
Agency: Leo Burnett/M&T
Brand: Tiger Beer
Country: Vietnam
Channels used: Events and experiential, Magazines - business, trade, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, Social media, Television, Word of mouth and viral
Media budget: 1 - 3 million

Executive summary

This is the story of how Tiger Beer, second in the premium-beer market in Vietnam, broke the mould of FMCG advertising at Christmas and did something totally different to engage a demanding young adult audience. Tiger took the liberty of reinventing Christmas in its own image, with digital light painting e-cards replacing traditional Christmas cards, Santarina angels handing out Tiger Beer in bars instead of Santa Claus presents, and two huge rock concerts during Christmas in Can Tho and Nha Trang, all giving young adults the excuse they needed to go out and celebrate rather than stay at home with their families. This was Tiger Blue Christmas.