Tiger Beer: 22:31

Beer brand Tiger instantly caught consumers’ attention and reversed its declining sales performance with an activation leveraging the end of the COVID alcohol ban in Singapore.

Campaign details

Entrant company: LE PUB APAC, Singapore

Why is this work relevant for Strategy & Effectiveness?


Can one minute make a lasting difference to a brand? Can it cut through on social media? Tiger Beer proved the answers to both questions to be yes!

One of the many restrictions the Singapore Government had upheld all through the pandemic was the liquor ban that kicked in every night at 22:30. On March 29th 2022, Singaporeans got a big reason to celebrate as the Government lifted its post-10.30pm alcohol ban....

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