Tiger Beer has partnered with Malaysian singer-songwriter Namewee to launch a Chinese New Year music video titled "Year of Rat (過節老鼠)". This is in line with its Chinese New Year campaign "Double the Huat".
Done in collaboration with Naga DDB Tribal, the music video features a catchy song with light-hearted lyrics expressing the frustration towards the usual difficult questions people face from their relatives during Chinese New Year. These questions include asking about test results, work bonus, and when is one getting married. The video also showed four girls holding Tiger Beer bottles in their hands. The video was uploaded on 4 January on Tiger Beer's YouTube channel, and at the time of writing has seen approximately 777,421 views.
“Namewee has taken our original concept and brief to a whole new level, fusing traditional and modern tune together for an upbeat Chinese New Year song that has a very catchy tune and lyrics that addresses the sentiments of many young Malaysian Chinese," Clarence Koh, COO of Naga DDB Tribal, said.
Tiger Beer's "Double the Huat" campaign is also a celebration for its 88th anniversary. Koh said that the campaign is a "consistent effort" to inject a cultural flavor to the global beer brand’s campaigns in Malaysia. This is for "better relevance and resonance" with the its local audience.
"Beyond an auspicious festive greeting, ‘Double The Huat’ also works very well across Tiger Beer’s key marketing efforts, bringing to life an array of exciting consumer-facing activities," Koh added.
Besides the launch of its music video, Tiger Beer has also launched a "Tiger Huat Huat Bazaar" at Pavilion Kuala Lumpur from now until 9 February. The bazaar will include interactive games such as Spot the Tiger where participants are to spot Tiger Beer's new logo, and a Huat Machine where participants can stand a chance to win Tiger Beer merchandises.
“We are excited and very glad to be kicking off our 88th anniversary celebration during Chinese New Year. By tapping into traditional cultural nuance and pop culture that the Malaysian audience associate with, I believe it is setting the right tone for Tiger Beer in our consumers’ hearts," Pablo Chabot, marketing director of Heineken Malaysia said.
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