Tiger Beer dramatises beer brewing process with 80s nostalgia

Singapore-born brand Tiger Beer has launched ‘The Brewery, uncaged’ – a retro modernist campaign that dramatises Tiger Beer’s brewing process, ingredients and the attitude that goes into every bottle of Tiger Beer. The campaign is created by Publicis' creative agency Le Pub APAC.

"The Brewery" is part of the latest 360 credentials campaign from Tiger Beer, which will run in all Tiger markets globally across TV, print, digital and online channels.

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The campaign produced by Le Pub APAC focused on 80s nostalgia as it is trending among Gen Z. ‘The Brewery, uncaged’ is steeped in cues from that decade but with a modern layer to the styling and music. Set in a Tiger Brewery against an ‘Eye of the Tiger’ track, it follows the journey of a unique sort of Quality Assurance employee, full of style and swag, according to the press release. 

As this "Tiger Brewer" goes from room to room, the audience can watch the brewing process, from a band that plays music to Tiger Beer’s malt and hops – happy plants for the brew to an ice chamber. From the brewery, the beer (with a tiger still roaring inside) enters a portal to reach its final destination: the hands of consumers in over 60 countries across the globe, wrapping up with the message ‘Brewed with boldness, Globally acclaimed’.

According to the release, the brand has also reinvented and modernised the Eye of the Tiger track with a rap from Mega Ran, an international DJ, rapper and producer. 

“Explaining what makes a great beer can be a generic and boring story that's not very exciting for most consumers. But there is boldness rooted in Tiger Beer’s attitude – since 1932, we’ve been unstoppably bold, challenging the odds as a beer that was not supposed to exist in the tropics and is now a winner of global awards, conquering 60 markets and counting," said Sean O’Donnell, global brand director at Tiger Beer.

‘The Brewery’ dramatises Tiger Beer’s attitude towards perfecting our brew in the boldest possible way, with a reinvented soundtrack to match,” O’Donnell added. 

Cyril Louis, APAC executive creative director at LePub, added: “From the first shot, it's clear this is not a typical beer commercial; it's all designed to entertain a new generation. A mix of styles takes elements of the past mixed with today's culture to create something unique and entertaining while showcasing the Tiger brewing process, quality ingredients, and award-winning credentials.”

MARKETING-INTERATIVE has reached out for more information. 

Earlier this year, Tiger Beer also launched a campaign that was focused on Gen Z. Hundreds of men and women in the busy Central Business District of Singapore were stuck in their tracks. Aiming to encourage modern society to stop endlessly chasing the next big win, Tiger Beer decided to capture the attention of Singaporeans, and stop them in their tracks, with its latest stunt called a "Bolder Tomorrow".

The campaign idea came on the back of research by YouGov which found that 90% of Gen Z and Millennial Singaporeans are putting pressure on themselves, with 57% feeling pressured to live up to an “impossible standard”. The top pressures they are putting on themselves are to be more confident (53%), to be more active/fitter (50%) and to be more sociable (37%).

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