APB’s Tiger Beer is throwing its own National Day party, in the second phase of its SG50 campaign.
Conceptualised with the help of BBDO Singapore, Tiger Beer is getting Singaporeans to vote for what they want to see at their party. The brand will also be switching its classic blue and silver look to Singapore’s national colours on the livery of all cans, pints and bottles, in a limited edition release to commemorate this jubilee.
The party is set to feature familiar elements of the National Day parade and aims to take things up a notch with trishaw massage chairs, beanbags for relaxation that look like giant ‘chope’ tissue packets and a chilli-crab fountain.
Here’s a preview of what consumers can expect:
According to a press statement, Tiger Beer, having celebrated Singapore’s cultural idiosyncrasies in a fun, irreverent way earlier this year with the launch of the ‘Unofficial Official History’ campaign, wanted to continue paying tribute in the same vein, by throwing an “unofficial” SG50 party where all these ideas can finally be brought to life.
“As a Singaporean, I’m very proud that we are working with our home brew to actively partake in the festivities in a fun, tongue-in-cheek way differentiated from the official celebrations, while respectfully being part of the overall events”, BBDO associate account director, Fiona Huang, said.
Voting for the party props began on 23 June in tandem with the release of a video and micro-site to encourage Singaporeans to cast their votes.