Tiger Balm HK taps 24Herbs' Brian to inject 'dope' energy into brand

Tiger Balm Hong Kong has tapped Julius Brian Siswojo, member of local hip-hop band 24Herbs, to front the launch of its all-new "SENSORIAL THERAPY essential oil lotion".

The campaign aims to disrupt the heritage brand's traditional "medicinal" stereotype, repositioning it as an everyday wellness and lifestyle staple for the younger generation.

The partnership, which runs until August 2026, sparked to life after Siswojo organically praised Tiger Balm products on his hit YouTube talk show, 24/7 Talk. During the episode, he openly invited Tiger Balm's marketing team to get in touch—a viral moment the brand rapidly intercepted. Done in partnership with local agency IN.DECIDE, the campaign targets health-conscious youth and the core fanbase of 24/7 Talk.

Leveraging agile real-time marketing, Tiger Balm swiftly converted Siswojo's unsolicited endorsement into a formalised commercial partnership within a condensed timeline. Known for his authentic street style and candid personality, Siswojo perfectly embodies the contemporary, trendy lifestyle behind the new product line, successfully injecting a fresh, "DOPE" energy into the legacy brand.

The creative strategy leans heavily into the witty "DOPE-spokesperson" (DOPE言人) concept online to drive digital chatter, paired with a playful, localised copywriting framework. Tiger Balm co-created a series of exclusive Cantonese slang variations around the word "DOPE" with Siswojo.

Anchored by the tongue-in-cheek slogan "DOPE 幾好＿" (So DOPE, it's pretty [___]), the blank is dynamically filled based on the product's specific benefits—such as relaxation, stress relief, or deep hydration—resonating with Hong Kong consumers through raw, humorous, and hyper-local street culture.

To drive an effective online-to-offline (O2O) loop, the brand has deployed official social media campaigns and creative content announcing Siswojo's formal appointment to drive product trials.

Offline, the campaign is backed by high-visibility retail placement, rolling out eye-catching in-store POP displays and point-of-sale marketing materials across dominant beauty and pharmacy networks, including Sa Sa and Lung Fung, to seamlessly convert digital engagement into brick-and-mortar sales.

MARKETING-INTERACTIVE has reached out to Tiger Balm for more information.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Tiger Balm leverages data to target audiences in a citywide campaign
Local snack brand Crusty's unveils new Tiger Balm-inspired packaging ahead of April Fool's