Colenso BBDO has created the new 'East of what you know' platform for the brand.
Tiger Bar Snacks has launched at the centre of a new platform, EAST OF WHAT YOU KNOW. A platform that heroes the very essence of Tiger’s culture by embracing the unfamiliar in refreshingly different ways.
Tiger Bar Snacks are sustainable bites, selected to match perfectly with Tiger Beer.
Launched in five flavours, including garlic grasshoppers, roasted scorpions, peri peri crickets, teriyaki mealworms, and roasted tarantula – they’re a new kind of experience-with-purchase.
“We wanted to reconnect Kiwi drinkers with a beer that was born on the streets of South East Asia," Colenso BBDO creative director Dave Brady says.
"That’s why Easternising the Western bar snack felt like a natural response, one that demonstrated our attitude towards the unknown in a way that got people talking – and crunching.”
The new platform pays homage to the beer’s Eastern roots through a series of eclectic OOH executions and online video, featuring Eastern tattoo artists, dancers, DJ’s and rappers, shot by Magdalena Wosinska.
“The campaign not only further emphasises Tiger’s refreshing point of view on the world, but gives our drinkers a new way to truly experience it for themselves," DB Breweries Ltd marketing director Sean O'Donnell says.
"Something a little East of what they know.”