Tiger Beer campaign harks back to 1930s

LONDON - Tiger Beer is tapping into its Far Eastern provenance for the launch of its latest ad campaign.

The work, the first by CHI & Partners since its appointment to the Tiger account last year, is a series of distinctive posters, which present a nostalgic vision of Singapore. Tiger said the campaign was intended to evoke 'feelings of nostalgia and intrigue' for 1932, when the beer was first brewed.

The series of illustrations pay homage to the woodblock printmaking of the Far East. Each piece depicts a cargo ship piled high with its precious load of crates of Tiger leaving Singapore bound for Britain.

Reinforcing Tiger's slogan of 'The Far East's most desirable export since 1932', each cargo ship carries a message on its side, warning people against the temptation to scale the ship to reach the crates of Tiger. The messages, borrowed from security notices and integral to the illustration, read: 'Cargo is securely locked. Crew has no access to keys'; 'No Tiger Beer left on board overnight'; and 'Warning: anti-climb paint.'

The campaign, which breaks on 10 March, will appear in six major UK cities, linking with key Tiger outlets in those locations. Other special placements will appear over the course of the year.

Launching at the same time as the advertising will be a nationwide competition run in conjunction with Metro, offering prizes of exclusive trips to the Far East.

The ads and competition are intended to appeal to an urbanite audience who are intrigued by the Far East and have a desire to explore and travel to different countries.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published