Tiger Beer has today launched itself as the
'Beer with Bite'. Brought to life through a series of 30 and 15 second
films created in partnership with Marcel, Sydney, the brand tells the
story of the bold attitude and bold flavour behind this bite.
From
the invention of tropical lagering in 1932, to the use of solar power
to brew every bottle at its Singapore brewery, Tiger shares how a bold
attitude led it to challenge brewing conventions. It's this attitude
that has made a refreshing beer with bite even possible in the heat of
Asia.
When it comes to bold flavour, Tiger shows how it embraces
the intensity of the streets it has made its home. Refreshing against
the heat of the streets, Tiger's full-bodied flavour still manages to
hold its own and is a true match for the spice of street food.
VIEW THE STREETS SPOTVIEW THE STREET FOOD SPOTVIEW THE SOLAR SPOTVIEW THE BREWED IN SINGAPORE SPOT
Says Mie-Leng Wong, global brand director of Tiger Beer
at Heineken: "It was important to ensure that we capture and visualise the brand's
character in the films and establish Tiger as the 'Beer with Bite'.
Tiger's 'bite' is a truth not only of our flavour but of our attitude as
a brand.
"Tiger embodies the vibrant energy, attitude and
bold creativity of the streets of Asia. That unconventional spirit that
has been at the heart of our brewing and created a beer that is both
refreshing and full-bodied at the same time."
Says Scott Huebscher,
ECD, Marcel: "Much of Tiger's power as a brand comes from its
visceral street origins, so we started there and stayed there. We wanted
to create films that didn't just tell you about Tiger, they pulled you
out your seat and slammed you down in Asia."
To capture the
feeling of the streets of Asia first hand, Matt Devine of Revolver shot
the spots on location in Singapore. Tiger also partnered with
up-and-coming French music composer and producer Mika Abadie who
responded to a blind brief with a unique musical energy.
Alongside
the films, a collection of key visuals proudly hero the bottle and
launch the brands new look. These executions then come to life at the
beginning of each film, creating a through the line story of our
credentials.