By removing the iconic tiger from the brand’s logo, we created a symbol for the partnership campaign that would arrest attention, raise awareness and provoke action. It became a haunting emblem that lent emotional resonance to the appeal ‘don’t let them disappear'. The limited edition logo was used across bottles, boxes and cans, and in out of home advertising.

We also created limited edition cans printed with thermo-chromic ink. When the can is ice cold, the tiger icon seems to have disappeared - dark and shadowy within the logo. But when the can warms up slightly – as it does when the beer is drunk – the tiger appears again in full colour. The effect was intended to make the plight of the wild tiger more relevant to our consumers – the act of drinking the beer is linked to the tiger metaphorically reappearing.

The Disappearing Tiger initiative officially launched on May 31st, 2017 with an event on Clarke Quay in Singapore. At the same time and for the purpose of the launch, cans, bottles and boxes were created and released into the market the same day. Limited edition bottles were sold on-trade (supermarket), off-trade (bars), while cans were served at Disappearing Tiger events planned to raise awareness of lack of tigers in the wild. The campaign ran in Singapore, Malaysia, New Zealand, and the United States. Cans with thermo-chromic inks were produced in two production runs – 3,000 and 800, respectively.

‘Disappearing Tiger’ was the branded icon for the #3890 campaign which ran for 10 weeks over June and July 2017. The campaign garnered a total of over 1.2billion impressions during that time, was featured in 540 coverage pieces including reports in Forbes, BBC, Vogue, Mumbrella and Bloomberg. Forbes referred to it as ‘A shining example of a brand supporting a cause inspired by its brand idea”.