Tiger Beer has launched its ‘Unofficial History of Singapore’ campaign featuring two mockumentaries of the country’s ‘history’.
Tiger Beer tied up with creative agency BBDO Singapore to create the campaign inspired by the original Tiger Beer can that was first launched in 1965, the same year Singapore gained independence. The brand will also be releasing limited-edition adaptations of its classic 1965 theme in cans, pints and bottle format to celebrate the Golden Jubilee.
The first mockumentary shines a humorous spotlight on the creation of Singapore’s favourite dish – chicken rice – exploring its origins in an entertaining manner. Take a look:
Meanwhile, Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore explained that this campaign aims to inspire Singaporeans to uncage their creativity and think about the origins behind some social quirks that had given Singapore its distinctive identity.
“Tiger Beer has an authentic and genuine connection to the history of Singapore that we’re proud to celebrate,”Joe Braithwaite, general manager, BBDO Singapore added.
Earlier this month, Tiger Beer released a teaser campaign which was picked up by blogger Jerome Lim. Soon after the post was published, several netizens took to criticising the campaign and saying that it was clearly a publicity stunt. In a press statement, the brand said the teaser campaign wanted to spark conversation and hype, prior to the main campaign launch.