ASIA-PACIFIC – KUALA LUMPUR, MALAYSIA, FEBRUARY 14, 2011 – Y&R has launched a campaign for Tiger Beer this Valentine’s Day which prepares beer drinkers for the inevitable onslaught of wine and champagne during Valentine’s Day. The "Romance the beer" campaign provides helpful ways on how to enjoy more Tiger Beer before and on February 14th. The work is being rolled out across the region and will employ a variety of media depending on the markets: China, Vietnam, Singapore, Thailand, Mongolia, Laos.
Commenting on the campaign, Edmond Neo, APBL Marketing Director says, “Our aim is to make Tiger Beer part of the Valentine’s Day celebration for men as well as ladies, by engaging them in a fun and cool way, with a bit of wit and cheekiness to the campaign.”
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There are female and male print ad versions, which promotes stickers with the new "14 Feb" Tiger beer labels that can be obtained from the Tiger website, Tiger six-packs and participating outlets. Placing the sticker on the Tiger bottle gives the drinker a 50% discount on the second bottle. Be seen with the label at participating outlets to qualify for exclusive passes to the Valentine’s Day soiree.
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Y&R Malaysia CCO Edward Ong said, “Valentine’s Day is normally owned by ‘romantic’ brands like hotels and jewelry brands for ts and people usually celebrate with wine or champagne. So at this time of year, beer is not normally top of mind for consumers. However, men more often than not find Valentine’s Day a hassle and would probably much rather be enjoying a beer with their friends. So we’ve created a campaign which turns the usual Valentine’s tradition on its head and lets men celebrate it with a bit of tongue in cheek humor with their lady friends.”
CREDITS:
Client: Asia Pacific Breweries Limited
Product: Tiger Beer
Media used: Print
Geographical scope of campaign: China, Vietnam, Singapore, Thailand, Mongolia, Laos
Agency: Y&R Malaysia
Creative Director: Edward Ong/ MUN/ Gigi Lee
Creative Consultant: MunMovesMountains
Art Director: Joshua Tay/ Adeline Chew/ Florence Lee
Account Director: Annie Boo
Photographer: Allen Dang, Wizard Photography
