Tiger Beer, Malaysia’s leading Beer is urging consumers to ‘Uncage New Beginnings’ this Chinese New Year with the help of Ogilvy Malaysia. At the core of the campaign is a new film, which marks a distinctively different direction for the brand.
While previous years have seen the brewer run a largely tactical campaign with a focus on the varied promotions available to consumers, this year Tiger Beer has chosen to let its edgy, street-inspired brand positioning take the limelight.
In line with Tiger’s ‘Uncage’ platform which seeks to inspire people to follow their passion in spite of societal expectations, the new film tells the story of a young man who dreams of becoming a successful tattoo artist – which puts him at odds with his father’s traditional viewpoints.
While the film avoids traditional Chinese New Year clichés in favour of telling a real, relatable story, it ends with a message that still resonates at this time of year – that family is forever.
“Tiger Beer is a brand with a strong and youthful identity, both visually and in our core beliefs. Working with Ogilvy Malaysia on this campaign has been incredibly exciting, as we’ve been able to bring this identity to life through this fantastic new film. It’s great to see this tiger finding its voice and giving a full-throated roar once again,” said Jiri Rakosnik, Marketing Director of Heineken Malaysia Berhad.
“It’s not often you get a chance to work with a brand like Tiger Beer – one which is so authentic and passionate in what they do. We think we’ve done justice to this with our new film, with its gritty realness equally inspired by the streets of KL and the 90s Hong Kong movies our generation has grown up with,” said Jarrod Reginald, Creative Director at Ogilvy Malaysia.
Tiger Beer’s Chinese New Year campaign runs from now until mid-February, with a range of promotions and millions of Ringgit worth of prizes up for grabs.
Ogilvy Malaysia will be partnering with Tiger Beer on further creative campaigns throughout the year. Meanwhile, it was recently awarded the Social and Digital accounts for Tiger Beer Malaysia.
Source: Campaign Brief Asia