Agency: Host | Author: Olly Taylor |
Tiger Beer – Drinking and Brand not a Beer; How Planning Gave Tiger Export Added Meaning
INTRODUCTION
Such is the lack of differentiation between products in the premium beer category it is often said that consumers simply make their brand choices by 'drinking the advertising'. This is a case in which the development of an original brand positioning gave Tiger distinction which was felt way beyond its 'advertising'. Planning's major contribution was to unearth insights which allowed Tiger to connect with its opinion forming audience on a set of values not normally associated...