Tiger Beer unveils refreshed new visual identity

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The HEINEKEN Company has unveiled a striking new look for its beer brand Tiger Beer.

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 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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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 last month.

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.

Just last month, it was announced that Tiger Beer became the official beer partner of football group Manchester United as it looks to bring together the Asian brewer and a global sports team to enhance experiences and deepen engagement with United fans globally.

In its initial stage the focus will be on connecting with the large Manchester United supporter base in Asia, it said in a statement at the time.

Ahead of the launch, Tiger Beer conducted a survey with 2,000 football fans in Asia and results revealed that 70% of supporters view fan engagement activities as an essential way to deepen their connection with their chosen club and 95% expressed that football has the capability to unite and build long-lasting community bonds.

Harnessing the insight from the survey, Tiger Beer and Manchester United, have committed to delivering exciting and innovative experiences to deepen the connection between the fans and the club.

These events include co-branded watch parties, opportunities to win prizes to travel to Manchester to experience a matchday at Old Trafford, as well as bringing a first-of-its-kind street football event to the Asia region - providing local talent with training and mentorship advice from Manchester United coaches and club legends.

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