Tiger Beer teams up with global ambassador G-Dragon on new campaign to appeal to Gen Z

Tiger Beer has unveiled a new campaign "Tiger Soju Infused Lager – Feel the Twist" featuring South Korean rapper G-Dragon, its newly appointed global ambassador, in celebration of the launch of its Tiger Soju Infused Lager.

This campaign will be marketed through-the-line across all consumer touchpoints on TV, OOH, digital, below-the-line, activation, sampling and more, Sean O’Donnell, global brand director, Tiger Beer, said to MARKETING-INTERACTIVE. Agencies that were involved in this campaign includes Bulletproof Design, DASS-Inc, Why by Lonsdale and DTC World Corporation.

Tiger's latest innovation goes beyond lager with a range of natural flavours that appeals to millennial and Gen Z consumers who seek products that bring an exciting fusion of progressive flavour and innovative experimentation. The new product takes inspiration from K-culture's rising prominence globally and taps into the popularity of soju. Tiger Soju Infused Lager will be launched across all Tiger markets, starting with Singapore and Vietnam.

As the leader of South Korea boy band BIGBANG, G-Dragon was chosen as the brand's global ambassador as Tiger believes he is best to represent this bold side of Tiger Beer. An international trendsetter at the forefront of music, fashion and culture, G-Dragon also stars in the latest Tiger campaign “Tiger Soju Infused Lager – Feel the Twist”. This partnership with G-Dragon represents Tiger’s biggest brand partnership yet.

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Done in collaboration with creative agency Le Pub APAC, the video ad features G-Dragon leading the way through a portal to discover a bold new twist and a place where Asia's cultures collide, opening consumers’ minds to an entirely new experience and feeling.

Commenting on the initiative, Sean O’Donnell, global brand director, Tiger, said: “Tiger has always defied the odds. We are constantly finding ways to break new ground and bring bold products and experiences to our consumers. With soju and Asian culture gaining prominence worldwide, Tiger Soju Infused Lager will appeal to a wider consumer base looking for a new taste experience.”

He also added that G-Dragon is a true Tiger who embodies the brand’s spirit, of which his bold and progressive attitude perfectly embodies what Tiger stands for.

Cyril Louis, ECD at Le Pub APAC, explained that launching a new product unknown to any audience, the brand needs to be clear about what Tiger Soju Infused Lager brings, “It is a bold twist on something we're familiar with, Tiger Beer. We decided to celebrate this collision of Asian cultures in a metaphorical world where Asia's food, fashion, music, art and design come together, creating a place for people open to experimentation, where familiar experiences are reinvented."

"I am proud to represent Tiger – a brand known for its courageous spirit. Breaking barriers while remaining true to myself is one of the ways I resonate with Tiger. Together, I hope we can inspire everyone to uncage their inner passions while remaining unafraid of what others might say," said G-Dragon.

Tiger Soju Infused Lager is a permanent variant in the Tiger portfolio.

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