Tiger Beer: How a brand that had lost its way found its way home

The case study describes how Tiger Beer had fallen behind its leadership position in Singapore and lost its identity along the way and its ensuing campaign to reverse this trend.

Tiger Beer: How a brand that had lost its way found its way home

Mindy Yap

Campaign details

Brand owner: Asia Pacific BreweriesLeading agency: BBDO SingaporeContributing agency: StarCom Mediavest Group Singapore and Ogilvy PR SingaporeCountry: SingaporeIndustry: Beer Media channels: Cinema; Earned media, buzz; Events and experiential; Internet - microsites; Online video; Outdoor, out-of-home; Public relations; Social media; Television; Word of mouth, advocacy 

Market background and cultural context

Born in 1932, Tiger Beer has, for generations – been the 'go-to' beer of Singaporeans from allwalks of life...

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