Tiger Beer taps 'kiasu' spirit in Monopoly campaign for SG60

Tiger Beer is raising a toast to Singapore’s 60th birthday with a nostalgia-meets-gamification campaign in partnership with Monopoly. Running from 1 July to 5 October this year, the limited-time promotion offers over SG$600,000 in prizes, including gold bars, a luxury watch, cruise credits, and even a car.

The campaign taps into the 'kiasu' ('fear of losing'), must-win spirit of Singaporeans, turning everyday beer purchases into a shot at living the proverbial Singapore dream. Much like the classic board game, participants receive property cards when they purchase Tiger Beer from participating outlets, with a chance to win big-ticket prizes when they collect all properties in a colour group.

The promotion runs both digitally, via hypermarkets, supermarkets, convenience stores, and e-commerce platforms, and physically at coffee shops across the island. Players can also unlock exclusive chance cards through a tie-up with FairPrice Group, which include surprise instant-win rewards such as an SG$888 cash prize.

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To drum up hype before the campaign goes islandwide, Tiger is rolling out its "Our roar, our way" truck to two lifestyle hotspots, Bugis+ on 3 July and New Bahru on 5 July.

From 4pm to 9pm at both locations, the brand will offer free Tiger Beer, interactive games, and a limited-edition sorbet created in partnership with Tom’s Palette. The ice cream, made using Tiger’s iconic lager, is positioned as a cool treat to combat Singapore’s heat, and those who sign up on-site will receive a bonus digital property card.

From July, the buzz will extend to the heartlands through Monopoly-themed roadshows at participating coffee shops and supermarkets. Consumers can take part by purchasing selected Tiger Beer products and either uploading their receipts for digital property cards or receiving physical ones directly at the drinks stall.

Prizes on the digital front include a BYD Seal Dynamic, a 16-inch Apple MacBook Pro, a SMEG minibar fridge with a one-year supply of Tiger Crystal, and an exclusive "Tiger x The Corner Shop" t-shirt. On the physical side, consumers stand a chance to walk away with 100g or 50g gold bars, a luxury watch, or cruise credits.

The coffee shop gameplay ends on 31 August, while digital entries will be accepted until 5 October.

The activation is part of Tiger’s new brand platform, "Our roar, our way", which champions the unapologetic ways locals live, connect, and express themselves. According to the brand, it’s a tribute to how Singaporeans do things their way, boldly and without apology.

"Over the years, Tiger has grown alongside Singaporeans through shared milestones, everyday moments, and with the same courageous spirit that drives progress. As we mark 60 years of Singapore, we wanted to celebrate the unapologetic ways Singaporeans live. Whether it is being kiasu or turning small wins into something big to celebrate, this collaboration with Monopoly brings that to life in a fun and familiar way, reflecting how Singaporeans roar," said Gerald Yeo, marketing director, Asia Pacific Breweries Singapore.

Tiger Beer is not the only brand to tap onto the popular board game. For SG60 this year, AIA Singapore also launched a special edition Monopoly game, using the iconic board to spark conversations around health, wealth and purposeful living.

The move kicks off a year-long line-up of initiatives designed to promote holistic well-being and community engagement across the nation.

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