SINGAPORE — Tiger Beer, an international premium beer from Asia, has debuted the Tiger Soju Infused Lager, an easy-to-drink lager with a hint of sweetness and a refreshing beer aftertaste, uncaging a bold new Tiger experience. Tiger Soju Infused Lager takes inspiration from K-culture’s rising prominence globally and taps into the popularity of soju. Tiger’s latest innovation goes beyond lager with a range of natural flavors that appeal to Millennial and Gen Z consumers who seek products that bring an exciting fusion of progressive flavor and innovative experimentation.
The brand chose no other than G-DRAGON, leader of BIGBANG and renowned South Korean artist, to represent this bold side of Tiger. An international trendsetter at the forefront of music, fashion, and culture, G-DRAGON stars in the latest Tiger campaign, “Tiger Soju Infused Lager – Feel the Twist.”
“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, the official global Tiger brand ambassador.
Tiger Global Brand Director Sean O’Donnell 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. We are excited to have G-DRAGON, a true Tiger who embodies our spirit, teaming up with us. His bold and progressive attitude perfectly embodies what Tiger stands for.”
In the film created by creative agency Le Pub APAC, G-DRAGON leads the way through a portal to discover a bold new twist and a place where Asia’s cultures collide, opening our minds to an entirely new experience and feeling.
Cyril Louis, Executive Creative Director at Le Pub APAC, explained, “Launching a new product unknown to any audience, we needed 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.”
Tiger Soju Infused Lager comes in four natural flavors: Gutsy Grape, Cheeky Plum, Wonder Melon, and Punchy Peach with an ABV of 4.0% to 5.5% depending on markets. Tiger Soju Infused Lager will be launched across all Tiger markets, starting with Singapore and Vietnam.
This partnership with G-DRAGON represents Tiger’s biggest brand partnership yet.
CREDITS:
CLIENT
Sean O’Donnell – Global Brand Director, Tiger
Melissa Teoh – Global Marketing Manager, Communications & Digital, Tiger
Faye Wee – Global Marketing Manager, Innovation, Design Experiences, Tiger
Willem van den Wijngaart – Global Marketing Manager, Strategy, Market & Channel, Tiger
Adam Riff – Global Project Manager, Innovation & Design, Tiger
LEAD CREATIVE AGENCY: LE PUB APAC
Bruno Bertelli – CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global CCO, Publicis Groupe Italy
Bela Ziemann – Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam
Cyril Louis – APAC Executive Creative Director, Le Pub APAC
Ivan Loos – Creative Director, Publicis Singapore
Henrique Zirpoli – Creative Director, Publicis Singapore
Christopher Ross-Kellam – Freelance Creative Director
Diego Barboza – Associate Creative Director, Le Pub APAC
Henrique Lamenha – Associate Creative Director, Le Pub APAC
Rudy Zulkifly – Associate Creative Director, Le Pub APAC
Andrew Nicholas Yap – Art Director, Publicis Singapore
William Walter Watters – Art Director, Le Pub APAC
Prema Alexander – Planning Director, Publicis Singapore
Jonathan Santos – Senior Planner, Publicis Singapore
Hanh Kanssen – General Manager, Le Pub APAC
Angelina Tan – Business Director, Le Pub APAC
Vanessa Liu – Senior Account Manager, Le Pub APAC
Jing Wei Goh – Senior Account Executive, Le Pub APAC
Norsiah Othman – Freelance Senior Integrated Producer, Prodigious Singapore
Melissa Lim – Freelance Senior Producer, Prodigious Singapore
PRINT PRODUCTION: CO-OP & MAXPERIENCE (MPE)
Executive Producer – Park Hee Young @ CO-OP, Raymond Cho @ MPE
Producer – Chin So Youn
Photographer – Hong Jang Hyun
Retoucher – Chin So Youn, Shin Dong Woo
PRINT PRODUCTION VFX: The Mill Seoul
Creative Director – Yong Kim, June Park
Producer – Ashley Jin Kim
Designer – Hansae Kim
Illustrator – Joontaek Hwang, SAERI
CG Asset Lead – Daniel Kwon
CG Asset Artist – Jeonghyun Shi
FX Lead – Ian Baxter
FX Artist – Haedeun Han
Lead Compositor – Josh Lee
Print Retoucher – Changyu Park, Kyunghwan Lee
PRODUCT PHOTOGRAPHY: Salt Studio
Photographer – Younghoon Kim
Assistant Photographer – Jangmi Han
FILM PRODUCTION: Nine Tailed Fox / MAT & MATTERS
Executive Producer/Managing Director – Kim Yong Min / Kang PilJae
Director – Yu Kwang Goeng
1st Assistant Director – Kim Se Mi
2nd Assistant Director – Kim Hyun Jin
Director of Photography – Han Sang Gil
Production Designer – Chun Eun Jung
Producer – Song Yun Won, Lee YeHong, Lee Jae Yeon, Ji Seol A, Lee Ga Won
FILM POST PRODUCTION
VFX Supervisor – Jang Kang Ki
Editorials – Yu Se Jin
Online Flame Designer – Park Song Le
Colorist – Kim Su Yeong
FILM/ DIGITAL POST PRODUCTION: KRAFTW5RKZ PTE LTD
Senior Producer – Xu QiaoJuan
VFX Supervisor – Khor Swee Aik
Offline Editor – Timothy Tan
Online Flame Designer – Leong Beng Wee
Online Support – Wong May San, Kaye Cheok
FILM MUSIC
Original Composition Composer – Lee Ban Seok, Baik Jong Jae
Label KING KONG SOUND
Sound Designer Engineer – Jeon Il Ho, Kim Jun Hyeok
MUSIC POST PRODUCTION: MassiveMusic Singapore
Executive Producer – Donny Pereira
Producer – Sheryl Lim
Sound Designer Engineer – Damian Enemark
PRODUCT FILM PRODUCTION COMPANY: FutureDeluxe Sydney
Creative Director – Adrian Lawrence
Producer – Catherine Terracini, Tanya Curnow
Designers – Dean Mathers, Vitaly Grossman, Harry Warne, Matt Hopkins, Justin Fels, Miles Hellyer
CELEBRITY ARRANGEMENT:
Agency – MAXPERIENCE (MPE)
Celebrity Agents – Max Jang, Raymond Cho
