Tiger Beer shows it is the king of all beers with its new Facebook post referencing Marvel's latest superhero movie Black Panther, featuring the phrase "Not all black cats are panthers".
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The brand drew inspiration from the movie poster when designing the social media post, having a bottle of Tiger Black perched on a mountain top overlooking Marina Bay Sands and the Singapore Central Business District skyline. This mimics the Black Panther posing on top of a panther's head while looking over the fictional African nation Wakanda.
Netizens on Instagram were divided, with some approving of the post while others were not impressed.
In a statement to Marketing, Venus Teoh, marketing director, APB Singapore, said it tasked BBDO to create this post as it saw a good opportunity for Tiger's home-grown black cat to be in the spotlight.
"We hope that creative content like this will inspire more people to try our distinctive lager brewed with black rice. Through trend-inspired content like this, we hope to build brand love and to engage our fans in ways that resonate well with them," Teoh added.
"Tiger is one of those brands that tells great stories. And increasingly, thanks to some amazing clients, it’s developing a voice that allows you to tap into great stories. To be a part of conversations that people care about. And to give it a spin that is uniquely Tiger," Primus Nair, BBDO's ECD, added.
This is not the first time Tiger Beer has jumped on pop culture trends. Last year, it banked on the Game of Thrones fever and urged consumers to pick a side in a Facebook post with the phrase "Monday is coming. It's time to pick a side.", referencing one of the show’s iconic phrases “Winter is coming”. The post, which featured its new beer range - Tiger Black and Tiger White, garnered 1.5k reactions, 92 shares and 39 comments at the time of writing.
Tiger Beer fans, will you be loyal to the brand just like how the Dora Milaje are to the Black Panther?
(GIF courtesy: GIPHY)