Geonbae! Why Tiger Beer Teamed Up with G-Dragon for a New Korea-Inspired Drink
In South Korea, one of the most popular ways to enjoy the local rice spirit soju is to plop a shot or so into a glass of beer, to make what’s locally known as ‘somaek’, a combination of ‘soju’ and maekju (beer).
A new product from Tiger Beer allows drinkers to have a taste of Seoul nightlife, wherever they are in the world. Tiger Soju Infused Lager is a new drink aimed at K-culture obsessed gen z and millennials - and to make sure that the launch made a real splash, the team at Tiger and its agency Le Pub recruited the so-called ‘King of K-Pop’, rapper, producer and entrepreneur G-Dragon.
The launch campaign draws viewers into a constantly shifting fantasy world that combines elements of traditional, contemporary and futuristic Korean design, to represent a constantly evolving culture. Sean O’Donnell, global brand director at Tiger Beer and Cyril Louis, ECD at Le Pub APAC, join LBB’s Laura Swinton to delve into the vibrant new brew.
LBB> What were the origins of this new product and what does it bring to the Tiger brand and business?
Sean> Tiger Soju Infused Lager takes inspiration from K-culture's rising prominence globally and taps into the popularity of soju. Tiger's latest innovation goes beyond lager by bringing together two Asian icons – Tiger, Asia’s No.1 international premium beer, and Soju, the world’s best-selling spirit. It’s available in a range of natural flavours that appeal to millennial and gen z consumers who seek products that bring an exciting fusion of progressive flavour and innovative experimentation.
LBB> How does the popularity of Korean culture influence the success of this campaign?
Sean> K-culture has taken the world by storm and is here to stay. Soju, being the best-selling spirit globally, makes the fusion of lager and soju - with a hint of flavour - appealing to consumers looking for a new taste experience.
LBB> What research did Tiger Beer conduct to understand the appeal of soju-infused lager among millennial and gen z consumers beyond Korea?
Sean> Tiger conducted several consumer immersions in markets across Asia where we validated the keen interest and intrigue generated from the concept of a ready-to-drink lager infused with soju.
LBB> How does G-DRAGON embody the spirit of Tiger Beer?
Sean> G-DRAGON truly reflects what Tiger stands for: inspiring the world with bold creativity, creating a legacy with craft and talent, while courageously remaining authentic to ourselves.
LBB> The ad's story feels like a K-Pop twist on ‘The Lion, the Witch and the Wardrobe’ or ‘Alice in Wonderland’. Why did you want to conjure up this escapist, modern fantasy?
Cyril> When introducing a unique and innovative product like Tiger Soju Infused Lager, it's paramount to create a compelling story that conveys the essence of the product in a memorable way. In the case of Tiger Soju Infused Lager, we wanted to transport consumers to a new and exciting world of flavour, where the fusion of Asian styles and tastes collide to create a unique and immersive experience. We envisioned this world as a metaphor for the drink itself, a place where people can explore new flavours and sensations and where anything is possible.
As patrons mingle and chat over their drinks, the atmosphere is pleasant but unremarkable. That all changes when a trendsetter arrives on the scene. G-DRAGON, with his unique sense of style and spirit, immediately stands out from the crowd. With a nod, he beckons to the other patrons, inviting them to join him on this journey. The walls and decor melt away, replaced by a vibrant and colourful landscape that represents the unique fusion of flavours in Tiger Soju Infused Lager. Asian-inspired design elements blend with unexpected pops of colour, creating a stunning visual experience that perfectly complements the drink's taste.
LBB> What inspired the visual look and feel of the campaign, with the blend of LED/neon lights, complete with elements of 2D and 3D animation?
Cyril> We wanted to capture the dynamic and ever-evolving nature of Asian culture by creating a unique and modern aesthetic that conveys the region's boundless energy and positivity while paying tribute to its rich history and traditions.
To showcase how different styles, tastes and ideas can create something exceptional, we drew inspiration from the collision of cultures emblematic of Asian culture.
One of the elements we used to convey Tiger's energy was the neon look. This bold, attention-grabbing visual style perfectly captures the brand's dynamic and energetic personality.
Another key design element that we utilised was 3D and 2D graphics to build a strong connection between the world of Tiger Soju Infused Lager and the consumers exploring it. By incorporating these elements into the space, we were able to make the world of Tiger Soju Infused Lager even more otherworldly and captivating. Throughout the space, we used colour and texture to reinforce the flavour cues of Tiger Soju Infused Lager.
LBB> The campaign incorporates elements of more traditional Korean design and illustration - the tiger paintings in the virtual tea house, for example. Who did you work with on this and how did you ensure that it felt fresh and contemporary?
Cyril> When creating the designs and illustrations for the world of Tiger Soju Infused Lager, we knew that we needed to work with a team of experts who could bring our vision to life. That's why we teamed up with The Mill Korea and director Yu Kwang Goeng, talented artists with a deep understanding of Asian culture and aesthetics.
Our designs drew inspiration from various sources, including traditional Asian motifs and modern design elements across the region. We were careful to balance the old and the new so as not to create something that felt too traditional or predictable. Still, at the same time, we wanted to maintain sight of the rich history and cultural significance of the region.
To achieve this balance, we drew on a wide range of design elements, from traditional Korean patterns to modern graphic design elements, blending them seamlessly to create a visual celebration of Asia that felt both fresh and familiar.
LBB> What were some of the most interesting challenges you faced during the production and how did you navigate them?
Cyril> One of the biggest challenges we faced when creating the world of Tiger Soju Infused Lager was the tight timeframe we were working with. G-DRAGON was set to play a critical role in our story. Still, his busy schedule meant that we had to compress the pre-production phase into a fraction of the usual time, which meant less time to iron out any kinks in the story and ensure that everything is aligned before filming begins. We had to reimagine some parts of the original scenario while still retaining the integrity of the story arc to make it work with the shooting date, but with the right team and collaborators and a visionary artist like G-DRAGON, anything is possible.
LBB> Which markets will this new soju innovation be appearing in and how does the campaign rollout support it?
Sean> Tiger Soju Infused Lager is available in four natural flavours – Gutsy Grape, Cheeky Plum, Wonder Melon, and Punchy Peach. It is now available in Singapore and Vietnam with more markets to follow. This campaign will be marketed through-the-line across all consumer touchpoints on TV, OOH, digital, below-the-line, activation and sampling.
