Tiger Beer is 85 years old but the brand is far from ageing. Synonymous with South-East Asian culture, Tiger has been drunk alongside streetfood curries, noodles, sago pudding and everything in between for decades.
But, after nearly a century of consumption, Marcel Sydney took on the challenge of reinvigorating the popular drop and broadening its horizons.
Over the last 12 months Marcel has created a raft of projects for the brand that go beyond advertising, and followed up with a global campaign in May.
Beer with Bite launched in May. Previous campaigns have followed a similar format to traditional beer ads; a short, but punchy narrative, a few plot twists, ending with a tight shot of a bottle.
While 'Beer with Bite' ends in a tight shot, it shirks narrative for action, swaps plot twists for pulse, and takes you on a visually stunning journey through the buzzing streets of Singapore’s capital.
What the brand says:
Tiger Beer global director, Mie-Leng Wong
It was important to ensure we captured and visualised the brand’s character in the films and established Tiger as the ‘Beer with Bite’. Tiger’s ‘bite’ is a truth not only of our flavour, but of our attitude as a brand.
What the agency says:
Marcel executive creative director, Scott Huebscher
Much of Tiger’s power as a brand comes from its visceral street origins, so we started there and stayed there. We wanted to create films that didn’t just tell you about Tiger; they pulled you out of your seat and slammed you down in Asia.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com