Tiger Beer reminds fans they never roar alone in global campaign

Tiger Beer is urging consumers to "Uncage your Tiger" in a new campaign. Titled "You never roar alone", the campaign kicks off with a film about a street vendor who dreams of growing his street cart into a large establishment in the big city. Together with his three friends, the crew decorate the cart with hanging lights and blue and orange umbrellas and work together to wheel the cart to the city. 

Once they arrive the city, they receive help from others to push the cart up flights of stairs. The crew then modifies the cart even more, making it appear larger and even more well-lit with the addition of neon lights featuring the Tiger Beer logo. 

As they make their way through the city, they are seen feeding customers who in turn, help them weather the storm. The cart continues to grow from a street cart to a three-leveled wheeled establishment, set with a kitchen and dining area. 

Don't miss: Tiger Beer unveils refreshed new visual identity

One night, the cart halts by the side of the building and the vendor turns it into a massive establishment, fit with more tables on the road, Lion dance performances, and an even bigger neon Tiger Beer logo at the center of the building. 

The global campaign was created in collaboration with Le Pub Singapore, MARKETING-INTERACTIVE understands. It comes after the brand unveiled a striking new look. 

Meanwhile, in Singapore, the brand is rolling out the "Huat in the Heartlands" contest, highlighting its rich heritage and bringing festive cheer to the neighbourhoods. This is a nod to Tiger’s role as a local 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 MARKETING-INTERACTIVE. 

Starting 25 November 2024, consumers can look out for SG$880,880 worth of hidden cash prizes under the caps of Tiger and Tiger Crystal quart bottles. 

The refreshed visual identity, seen in its new packaging, marks a striking evolution for Tiger Beer that embodies bold progress while staying deeply connected to its rich heritage, it said in a statement. “This brand evolution reflects our efforts to better connect with Singaporeans in more meaningful ways, while strengthening Tiger’s position as a beloved fearless icon of our local culture,” said Gerald Yeo, marketing director, Asia Pacific Breweries Singapore.

“With the Huat in the Heartlands contest, we look forward to celebrating the spirit of progress driven by the collective strength and courage that binds Singaporeans together, one neighbourhood at a time," added Yeo. 

In addition, keeping the festivities going into the new year Tiger is bringing excitement to the heartlands with a series of high-energy roadshows. From 27 December till 25 January, these neighbourhood roadshows will bring festive cheer through a range of interactive activities featuring local celebrities such as popular Getai artiste Lee Pei Fen and acclaimed Singaporean comedian and host Patricia Mok. 

Earlier in November, the beer brand revealed a refreshed visual identity, seen in its new packaging. This updated design speaks to modern consumers who value authenticity and innovation but also uncages its iconic Tiger mascot—a symbol of progress and courage.

In a global reveal, Tiger Beer utilised innovative creative techniques to bring its visual identity to life. Featuring the bold Tiger stripe, a CGI-generated spectacle lit up the skies of major cities such as Singapore, Ho Chi Minh City and even Manchester United’s homeground, Old Trafford, in a nod to the brand’s partnership announcement with the football team in October. 

This sparked vibrant conversations and turned the unveiling into a cultural moment, with prominent KOLs such as Raven Blaze and Mariam Brown from Cambodia, and musician Ngo Lan Huong from Vietnam expressing their excitement at the bold new look and Tiger Beer’s consistent uniqueness and creativity, it said when MARKETING-INTERACTIVE reached out. 

Related articles:  
Singapore's Tiger Beer partners Manchester United as official beer partner  
Creativity leads to sales: Tiger beer’s latest fashion statement is a cool beer-filled puffer jacket  
Tiger Beer launches vibrant new installment of 'Brewed for your Fire' campaign