Tiger Beer gets spirited new look

Asia Pacific Breweries has given its flagship Tiger Beer product a BBDO-conceptualised rebranding -- incorporating subtle changes to its logo and can and bottle design -- to communicate to consumers its evolution from a local beer to a Singapore icon that is popular worldwide, having received over 30 international awards and accolades for its quality and taste.

"We aim for this rebranding to rejuvenate the Tiger brand to appeal to a contemporary audience and entice more Singaporeans to enjoy the brew, while at the same time holding on to our existing consumers," said Edmund Ng, Marketing Manager for Tiger, Asia Pacific Breweries. "We believe that these objectives will help us further strengthen our market position and entrench ourselves as the beer that Singapore most loves to drink."

Pre-rebranding studies indicated that Tiger needed to internationalise its look to better reflect its world-acclaimed and well-travelled status. According to Ng, the differences in design on both the beer can and bottle were purposely kept subtle so as to retain the brand's sense of familiarity but also add a touch of "sleekness". To emphasise the brand's award wins, bottle and can labels are also now printed with the words ‘world-acclaimed beer'.

The rebranding exercise is supported by press and outdoor ads as well as a television commercial and cinema ads starring Hollywood It girl Jessica Alba -- a casting coup for the brand -- which kicked off October 30. The campaign, tagged ‘It's Time', embodies the "new Tiger spirit of fun and friendship".