Heineken Malaysia: Tiger Bites: Discover the different street food flavors of Malaysia

This case study shows how Tiger, the Singaporean beer brand, capitalised on the Malaysian love of street food, leveraging the 'gems' that the typical know-it-all eater misses and revealed brilliant food that they had previously been blind to.

Heineken Malaysia: Tiger Bites: Discover the different street food flavors of Malaysia

Brand: Heineken MalaysiaAgency: Geometry Global Malaysia

The Summary Statement

Malaysian's love for street food is second to none. So much so that Malaysians tend to be a little arrogant when it comes to what is and what is not good street food. The first part is a truth that conventional beer brands regularly exploit through tactical communication to increase consumption in times of need. The deeper, more meaningful insight is something that has remained unexplored in Malaysia. That formed the core of the campaign -...

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