Droga5 uncaging its inner tiger and taking on global creative duties for Tiger Beer. It's launching a campaign it says runs counter to the norms of the beer market.
The first work created by Droga5 for Tiger is launching tonight (21 May) and will roll out to 25 countries across Asia.
The 'Tiger Uncage' campaign features short films telling the stories of young Asian personalities, and positions the brand as a “symbol of courage” and wants to encourage young people to follow their dreams instead of taking the the safe, a well-trodden path.
The Singaporean beer brand, which is part of the Heineken group, launched in 1932 and has its sights set on growing its awareness and presence beyond Asia and getting beer drinkers to embrace an Asian brand in a market dominated by Western brands.
The brand's global account will be run out of the Australian agency. It will later roll out beyond Asia but the creative concept isn’t finalised.
Sudeep Gohil at Droga5 said: “We're taking this Asian beer brand and revitalising it. It's about enhancing the Asian character, not in a cliched way but in an interesting way and actually, it resonates above and beyond that.”
“At the start we thought that the work beyond Asia would be different work but the insight is way more global than that.”
Last year at Cannes, Heineken chief commercial officer Alexis Nasard, flagged the companies plans to make Tiger a global brand within its portfolio.
Tiger global brand director at Heineken Asia Pacific Mie-Leng Wong said: “Tiger is a brand that was created and cultivated in Asia. With ‘Tiger Uncage’ we aim to make everyone take notice of the incredible talent, creativity and passion that is now coming out of Asia.”
David Droga, CEO of Droga5 said: “Having lived in Singapore for many years, I know first hand just how great a beer Tiger really is. It deserves to be elevated to a truly iconic brand, so this is an amazing opportunity.”
Film, print and integrated digital engagement programs will first launching Singapore today alongside enhanced packaging and branding.
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