Tiger campaign talks awards

Singapore - Tiger Beer has launched a new through-the-line campaign to highlight its drive to win awards since its launch.

Through the campaign it hopes to keep the brand relevant and bring home the association that that it is the choice beverage to celebrate significant moments in life.

Targeting PMEBS between 25 to 35 years old the campaign will enter various media options such as TV, print, OOH (along the Orchard underpass, on bus shelters and on the Shaw House LED screen) and cinemas. It will run parallel to a consumer promotion in May 2008.

Daniel Teo, GM for commercial for Asia Pacific Breweries Singapore (APBS), said, "In keeping with the changing consumer landscape, we have to constantly refresh and innovate to stay relevant with the new generation of discerning drinkers. This campaign plays up our heritage of winning and effectively communicates with progressive adult drinkers of today in a witty, celebratory and appealing manner."

The creative was conceptualised by Saatchi & Saatchi, media handled by Mindshare while PR was shared between its Bates 141 and APBS's corporate communications department.

The brand will continue its activities on ‘Tiger Translate' in Singapore this month - a platform launched in 2006 for emerging Asian talents to showcase their work globally.