Tiger bares its stripes

Singapore - Tiger Beer has started a new through-the-line campaign targeting PMEBs between ages of 25 and 35, to further extend its credibility and passion for brewing beer of top quality.

The ‘Credentials' campaign employs a lighthearted and contemporary approach, communicating Tiger's use of finest ingredients and its quality brewing process. The long-term campaign will form a basis for Tiger's other upcoming campaigns.

A mix of media was chosen based on factors such as prominence, outreach visibility and propensity to engage. They include advertising on selected TV and cable channels, selected press and magazine publications, as well as out-of-home media at strategic high-traffic sites.

Creative was done by Saatchi & Saatchi; Mindshare handled media planning whereas both Bates 141 and Asia Pacific Breweries' corporate communications took care of public relations.