Heineken Ireland: The Tiger Uncaged

This case study details how Tiger, a beer brand, integrated itself into the Dublin Fringe Festival in Ireland by commissioning sculptures that brought the brand to life and creating a memorable experience.

The Tiger Uncaged

Campaign details

Brand: Heineken IrelandAgency: Havas Worldwide DublinCountry: Ireland

Background

In the 5 years prior to the campaign, beer consumption in Ireland was in decline. Tiger was considered a mainstream brand, and as craft beers began gaining popularity and seizing precious market share, consumers' spontaneous awareness of Tiger was diminishing. These factors presented the brand with three challenges; to regain consumer awareness, to reposition the brand as super-premium, and to increase repeat purchases.

Tiger knows that its main consumers (25-34 year old guys) are young and creative, with a passion for arts...

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