Tiger Beer brings kakis together at 'Tiger Town'

This Chinese new year, Tiger Beer is inviting consumers to connect and celebrate with their tribe in its new campaign titled "Together we roar". The campaign is dedicated to uplifting the spirit of community and bringing consumers closer to those who have supported them throughout their journey. 

The campaign features on-ground activations, promotions and exclusive collaborations. Kicking off the campaign from 9 to 12 January is 'Tiger Town', an on-ground activation featuring festive performances, games and activities. The activation will see giveaways, food, craft and live music from local artists 3P and Jeryl Lee. It is done in collaboration with live cafe bar Tǎng Píng and will be located at Piazza, Pavilion Bukit Jalil. 

At 'Tiger Town', consumers can book tables of groups of eight at RM388 for a three-hour session where they will receive 20 bottles from Tiger Beer's 'Yee Sang' set, 16 skewers and six bottles of water.

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On top of the activation, Tiger will be bringing promotions to selected coffee shops and food courts. The promotion will last until 15 February and features a chance to redeem 10g 999.9 tiger gold coin, a tiger automatic card dealer or tiger premium player cards when patrons purchase big bottles of Tiger, Tiger Crystal and selected beers under Heineken Malaysia's portfolio of brands. 

Patrons may also stand to win a Tiger beer mahjong set and RM88 Touch'n'Go e-wallet credit when spending RM90 and above on participating brands. 

Meanwhile, shoppers at hypermarkets and supermarkets can look forward to giveaways including a multicooker hotpot, a cast iron pot and collectible flasks. Shoppers at convenience stores, provisions and mini markets who purchase cans of beers can also participate in a contest by scanning a QR code and submitting the receipt. Winners can look forward to the Samsung Galaxy ZFold6 or RM88 worth of Touch'n'Go e-wallet credit. 

"Chinese New Year is a time for us to roar together as we make courageous strides into the year of the snake. With an array of exciting promotions, activations, and giveaways designed to bring fellow tigers closer together, we are eager to see how our consumers celebrate and energise their connections with the people closest to them," said Julie Kuan, marketing manager of Tiger Beer Malaysia. 

Meanwhile in Singapore, Tiger Beer has rolled out its "Huat in the Heartlands" contest. The contest highlights the brand's rich heritage and aims to bring festive cheer to the neighbourhoods. This is a nod to Tiger’s role as a local Singaporean icon and a celebration of the connections in familiar places—coffee shops and hawker centres—that are an integral part of Singapore’s culture, according to a statement seen by A+M. 

Kicking off in November last year, patrons can look out for SG$880,880 worth of hidden cash prizes under the caps of Tiger and Tiger Crystal quart bottles. Roadshows will also be held until 25 January to bring festive cheer to the heartlands. The roadshows will feature a range of activities featuring local celebrities such as popular Getai artiste Lee Pei Fen and acclaimed Singaporean comedian and host Patricia Mok. 

These localised campaigns sprung from the beer brand's global campaign "Uncage your Tiger" where it unveiled a new film titled "You never roar alone". 

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