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Tiger Beer
Tiger: Uncage Street Food

RAN IN: Singapore

CLIENT
Asia Pacific Breweries (Singapore) Pte Ltd

Soo Kui Jien/Marketing Manager (Tiger Beer)/Asia Pacific Breweries (Singapore) Pte Ltd
Venus Teoh/Head of Marketing/Asia Pacific Breweries (Singapore) Pte Ltd


AGENCY
BBDO Singapore *Lead Agency

Fiona Huang/ Account Director/ BBDO Singapore Pte Ltd
Primus Nair/ Executive Creative Director/ BBDO Singapore Pte Ltd
Chen Shanghao/ Copywriter/ BBDO Singapore Pte Ltd
Zi Wei Tan/Art Director/BBDO Singapore Pte Ltd
Ann May Chua/Senior Producer/BBDO Singapore Pte Ltd
Joseph Braithwaite/General Manager/BBDO Singapore Pte Ltd


SUMMARY

Tiger Beer is to hawkers what hawkers are to Singapore. But Tiger’s brand was in decline, and its primary consumption channel – hawkers – was also declining. As the proud brand of Singapore, Tiger sparked a movement to reignite the pride in hawkers and get more people supporting their locals, reclaiming its position as the brand of Singapore and securing the future of one of Singapore’s cultural icons.

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Classification: National

Language: English