Asia Pacific Breweries (APB) is tipped to have reappointed incumbent BBDO Singapore as its creative agency for the Tiger Beer brand. Marketing understands that the move follows a review and has reached out to APB and BBDO for comment.
The agency was first appointed in 2014 without a pitch, following Tiger Beer’s takeover by Heineken. According to APB’s Rene Monchy, the agency was appointed to leverage on its strength in generating local content. This came as the beer brand looked to “reinvent itself radically, from internal to external″. Prior to that, the account was held by DDB Singapore since 2011.
Last year, in a profile interview with Marketing, Venus Teoh, head of marketing at Asia Pacific Breweries (APB) Singapore, shared unique challenges for the Tiger Beer brand and explained that the past few years had also been tough for the Tiger brand, with its engagement rate with consumers not always being the strongest.
She explained that largely, the brand serviced an older generation of consumers who are used to a certain image of the brand. But at the same time, the team also recognised the need to target a younger group of drinkers to “make the brand cool again”. As such, to turn the tide, Teoh and her team took to the streets to change the perceptions Singaporeans had about the brand – with a focus on being real and genuine. This saw BBDO Singapore coming back with raw and real hawker stories, said Teoh at the time, which allowed the brand to reach both young and older consumers through its campaign.
Overall, 2017 was also an eventful one for the company. It launched a packaging refresh with a new look rolling out regionally across cans, bottles and multipacks. The redesign, handled by Singapore-based Jones Knowles Ritchie (jkr), was aimed at consolidating the brand’s position as “Asia’s beer” through the introduction of a more heroic and premium identity.
Tiger Beer also signed a six-year partnership with WWF to fight illegal tiger trade via 3890Tigers. This was through a digitally-led campaign that uses art and creativity to raise global awareness of the plight of wild tigers. In addition, it collaborated with sneaker customiser and artist Mark Ong of men’s contemporary fashion brand SBTG Surplus & Co., to launch a limited edition commemorative t-shirt in celebration of 50 years of National Service.