University Toasteeyogs Tiger Beer Presentation

8/3/2019 University Toasteeyogs Tiger Beer Presentation

1/23

1

Successful Local Brand:

Tiger Beer

About Tiger

- Launched in 1932, Tiger Beer becameSingapore's first locally brewed beer.

- It is a 5% abv bottled pale lager.

- Tiger Beer is brewed in 12 Asian countries -It is brewed locally by Asian PacificBreweries.


2/23

2

- As APB's (Asia Pacific Breweries) flagshipbrand, it is available in more than 70countries worldwide including Europe, USA,Latin America, Australia, New Zealand, andthe Middle East.

- Tiger Beer places a high emphasis onquality. Using only the finest ingredientsfrom around the world, every bottle of Tiger

goes through a strict brewing process.

- The process includes taste testing over 10different water samples a day (for thefreshest water available), and more than 200quality checks.

About Tiger


3/23

3

Brand Strategy

To be a world acclaimed beerappealing to aninternational audience as well as local

consumers.

Brand Vision

Loyal to our relentless pursuit in being the finestpremium brew in the world. Our look reflects

vigor, brilliance and commitment. Now, wheneverand wherever Tiger is enjoyed, you can be

assured of its international acknowledgement of

quality.


4/23

4

Logo

The previous logo showed the tiger merely standing up, and iscontained within the circle of the logo. In the current logo, the tiger isdepicted as more fearsome, and majesticin its posture. The tiger is nolonger contained in its circle but one paw is stepping out of its circle.This symbolizes Tiger Beer as being more aggressive, taking on theworld, thus stepping out from its humble Asian beginnings to conquer

the world.

Previous LogoCurrent logo

Corporate Brand Efforts


5/23

5

2005: APB RankedAmongst Singapore's 15 Most

Valuable Brands

APB's Flagship Brand: Tiger Beer

While it is a recognition of our growing presence

in the international market, the award is also an

affirmation that our brands, in particular Tiger Beer,

have been the preferred choice of beers for many

beer lovers.

- Mr Koh Poh Tiong, Former Chief Executive Officer, APB

2009 Advertisement Campaigns

- Emphasizing its stature as an international beerbrand, Tiger raised its profile with the Winning theWorld Over advertising campaign, launched in April2009.

- Tiger furthersustained its rapport with discerningyoung adults when it aired the advertising campaign,Zip, later that year.


6/23

6

2010: APB Wins Big at

World Beer Cup 2010 in Chicago

- Asia Pacific Breweries was awarded the BrewersAssociation World Beer Cup 2010 ChampionBrewery and Brewmaster.

- Tiger Beer was awarded Gold medal in theInternational Style Lager category

2010: Tiger Scores with

Red Hot Striker Wayne Rooney

Tiger is the first Asian beer brand to sign oninternational football icon Wayne Rooney.

He champions its latest regional thematic campaign,"The Game Never Ends".


7/23

7

Advertising

http://www.youtube.com/watch?v=mtd_WxhbPeg

TVC The Game Never Ends


8/23

8

http://www.youtube.com/watch?v=BfZta3CBppU&feature=fvw

TVC - Enjoy Winning

Tiger Sky Tower


9/23

9

Tiger Brewery Tour

Print

Advertisements


10/23

10

Enjoy Winning

Enjoy Winning

Said to be the largest billboard in the country, the advertisement stands131 metres wide and 12 metres high along the AYE expressway at 43Keppel Road.


11/23

11

Enjoy Winning

An example of a print advert forThe Last Tiger commercialat a bus stop.

A print advert that highlights TigerBeers strengths, capturingaudiences attention.

The Year of The Tiger

Coinciding with the Year of the Tiger, this printadvertisement carries an appropriate message: In theYear of The Tiger, what else would you drink?


12/23

12

Social Media

Won the Bronze Award forMost Effective Use of Product Design & Packaging

category at the Asian Marketing Effectiveness Awards 2010

Social Media


13/23

13

Strategy

Positioning Tiger Beer as a brand and product that will allowconsumers to STAND OUT.

It demonstrates how consumers of Tiger Beer stand out from others tobe unique, cool and contemporary.

Stand Out With Tiger Beer

Stand Out with Tiger Beer

Phase One

Repackage Tiger Beer bottleswith cool and temporarydesigns by internationally

acclaimed artistes.


14/23

14

Stand Out with Tiger

Phase Two

Establishing a community platform onFacebook

Stand out with Tiger Beer

Phase Three

Partnerships with Nuffnang to organise a STAND OUT party whichwas open to the entire blogging community


15/23

15

Brand Sponsorship

& Partnership

Partnership with Barclay

- Broadcast sponsorship of the Barclay Premier League inSoutheast Asia.

- Partners with Barclays Singapore Open, a key event in theinternational golfing calendar


16/23

16

Tiger Beers Eye on Asian Films

Supports the phenomenal growth of Asianfilms within the UK.

Highlights

- Staged exclusive screenings of Enter theDragon to celebrate Bruce Lees 65thbirthday in October 2005.

- Collaborated with leading Asian filmdistributor Tartan to stage the annual AsiaExtreme Film Festival.

Corporate Social Responsibility


17/23

17

APBFoundation Inspire Programme

- Support the public-private partnership in artsdevelopment initiated by the National Arts Council(NAC)

- Funds specific plans drawn up by artsorganizations and/or artists that would bring their

works to the next level

- The adopted beneficiaries will each receiveS$30,000 per annum

APB Foundation Scholarship

- For Undergraduates who suffer from variousdisabilities

- Collaboration withthe National Council of SocialService (NCSS)

- Open to all students with excellent academicresults in a local university


18/23

18

APB & Singapore Art Museum

- In 2007, APB announced a 15-year partnershipwith Singapore Art Museum to develop andpromote contemporary art in the Asia Pacificregion

- APB Foundation Signature Art Prize

- The award is the largest prize in Southeast Asiaand will place Singapore on the global map forcontemporary art

Wounded Tools togetherwith its creator, Mr G.R.

Iranna, one of the award

recipients of the APBFoundation Signature Art

Prize

Tiger Translate


19/23

19

Tiger Translate

Tiger Translate

Multi-disciplinary initiative constantly exploring newcreative platforms

Hundreds of highly sought-after works have beencreated, spanning a range of fields including:

- Music

- Art

- Graffiti

- Fashion

- Illustration

- Animation

- Design

- Photography


20/23

20

Tiger Translate

- Conceived in 2006 by Tiger Beer

- Since then, Tiger Translate has been workingwith creative industry pioneers to uncover thebest emerging artists from across Asia

- Said artists form a collective known as TigerAKAs (Asian Kinetic Artists)

- Committed to showcasing Tiger AKAs workworldwide, Tiger Translate has held events andexhibitions in leading cities such as New York,Berlin, and Beijing

Drink-Driving Campaigns


21/23

21

Drink-Savvy.com

Drink-Savvy.com

- Dedicated to promoting and educating the public on responsibledrinking

- The first of its kind by an Asian beer brewerto actively involvestakeholders in the Asia Pacific region to learn about, value and enjoy

drinking responsibly.


22/23

22

Get Your Sexy Back

Get Your Sexy Back

- Spearheaded by Asia Pacific BreweriesSingapore

- First youth-led program aimed at

encouraging responsible drinking

- Originally conceived by a student projectteam from Nanyang Technological University


23/23

23

Conclusion

What makes Tiger Beer such a successful brand?

Successful marketing campaigns that bring aboutbrand awareness

With a strong brand name, along with attentiongrabbing taglines, Tiger Beer creates a positivebrand identity

APB and Tiger Beergive back to the Communities

Tiger Beer is connected with social media

Tiger Beer acknowledges brand partnerships andsponsorships, thus building strong relationships withother partners

Documents

University Toasteeyogs Tiger Beer Presentation