Tiger Beer roars with Singaporean pride in eclectic campaign

Tiger Beer is celebrating the unapologetic ways Singaporeans live, connect and express themselves in its latest SG60 campaign titled "Our roar, our way".

Central to the campaign is a cinematic brand film that challenges the way Singaporeans are often perceived. Through real, culturally resonant moments, the film turns stereotypes on their heads and shows that what some see as boring, unfriendly, quiet, kiasu ('fear of losing') or traditional are Singaporean traits that citizens can own in their own way and be proud of. It is also a reminder that no one can define Singaporeans but the citizens themselves.

The film starts with a group of friends entering a barber shop with the text "They say we are boring" appearing on the screen. When the trio goes up the stairs of the barbershop, they enter a private party and are seen dancing. The next scene sees the text "They say we are unfriendly" and sees two heavily tattooed men and two men in office attire sharing a table at a hawker center. 

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Meanwhile, "They say we are quiet" sees a group of friends singing and dancing at a karaoke. The camera zooms to a girl who sits alone in the back. She is later invited to sing and begins to let loose and dance with her friends. The film then features two young parents picking out beer from the fridge after putting their son to sleep. On the fridge, viewers can spot their son's primary school leaving examination (PSLE) results pasted on it. The text accompanying this scene reads "They say we are kiasu". 

Finally, "They say we are traditional" sees an interracial couple getting married in accordance with the bride's Indian traditions. Guests at the wedding are seen wearing saris and cheongsams, representing the blending of culture. The film ends with the barbershop customer seen in the film's opening checking out the party after his haircut, and the subsequent characters cheering and sharing bottles, pints and cans of Tiger Beer. 

The film is backed by a high-energy, locally produced soundtrack featuring Singaporean rapper Aditya Mirchandi Rodrigues and directed by Singaporean director Salihin Ramli. 

“Tiger has always been a deeply meaningful brand for Singaporeans. 'Our roar, our way' brings our shared values of courage, optimism and respect to life through a uniquely Singaporean lens,” said Gerald Yeo, marketing director, Asia Pacific Breweries Singapore.

“As Singapore’s iconic beer brand, we take pride in being an ally to Singaporeans, empowering them to keep moving forward, find strength in each other, and progress in their own way. This is just the beginning as we gear up to celebrate SG60 with a series of exciting activations," Yeo added. 

"Our roar, our way" comes after the brand unveiled a refreshed visual identity in November last year. 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.

The updated design speaks to modern consumers who value authenticity and innovation but also uncages its iconic Tiger mascot—a symbol of progress and courage.

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