Tiger beer's failed attempt at guerrilla marketing

On 2 March 2015, blogger Jerome Lim wrote a post called “Stumbling upon a Tiger’s lair”. In this post he describes coming across a lair in Mount Faber which had a wooden crate which was filled with old Tiger Beer bottles and cans.

Lim wrote: “The dust-covered wooden box appears to have been left undisturbed for a number of years. There’s a large Tiger logo printed on one side. The contents of the crate seem intriguing. Among them are a number of newspaper clippings and photographs, a Paul Cheong vinyl record, as well as a Kodak Brownie camera of perhaps 1950s/1960s vintage. These provide clues as to the crate’s age."

He added: “It’s hard to say where the crate came from, or who put it there. Perhaps it was abandoned or left by mistake."

These are some of the pictures and a video he posted:

[gallery link="file" ids="88238,88239,88240,88241,88242,88243"]


Soon after the post was published, several netizens took to commenting on the post saying that it was clearly a publicity stunt.

One user said “Good effort, but it just seems a little too convenient for Tiger Beer to drop in an SG50 campaign. Plus, they bought YouTube pre-roll pushes for your video.”

Another user said: “This seems like an amazing find, but the bottle is a giveaway. It was always gold foil or no foil until recent years, not silver foil. And if the find is as old as is claimed, the bottle shape would be different as well.”

Responding to the allegations, Tiger Beer told The Straits Times that while it had not alerted Lim to the site, this was in fact a publicity stunt. It added that this was done to promote the beer brand rolling out limited-edition adaptations of its cans in its iconic 1965 design on March 16 as part of its Singapore golden jubilee celebrations.

Marketing has reached out to Tiger Beer for a comment for more details on the PR stunt.

(Photo Courtesy: The Long Winding Road)