Tiger’s ambition was bold. But how could we deliver bold on a shoestring budget? Our approach would require three elements: dynamic location, high level of influence, and unquestioned authenticity. We found our answer in New York City’s Chinatown neighborhood.

Because Chinatown boasts the largest Asian-American population in the world outside Asia, it would be the perfect location to connect ‘Identity Seekers’ to Tiger Beer. More problematic, however, would be overcoming Asian-made stereotypes. As one media outlet put it, “Shopping in Chinatown, the epitome of Asia in NYC, usually means haggling for fake Rolexes and Louis Vuitton bags.”

We would turn that widely held Western misperception upside down. How? By associating edgy, vibrant, and quality products with Made in Asia, Identity Seekers would expect an authentic, high-quality, and excellent drinking experience every time they ordered Tiger Beer – a product also made in Asia.

By converting a dollar store into a hip pop-up shop, Tiger subverted Asian stereotypes while creating an immersive destination where New Yorkers could discover a new Asia – a more artisanal ideal of Made in Asia showcasing the best of modern Asian art, fashion, tech, and design. The curated items shared the common tag: Made in Asia.

Tiger Beer refreshed its packaging to be more proudly Asian.

Admission was granted to those who scored a Tiger Beer coaster from NYC bars and restaurants. Each coaster granted its visitor one specialty item from the shop.

A limited media budget drove awareness, trial, and foot traffic. Outdoor media blanketed surrounding neighborhoods to reach influencers and paid social and an interactive mobile map for consumers helped them locate bars and restaurants serving Tiger.

Consumers arrived in hordes to buy Tiger and visit the store, some arriving at 6:00 a.m. for the 6:00 p.m.

With nominal paid support, we drove 25 million in earned media impressions, a media value four times our investment. And NYC bars and restaurants experienced a massive increase in Tiger Beer sales: +73%, with 30% of accounts even running out of Tiger stock.

We helped Tiger Beer celebrate its deeply rich culture while overturning perceptions of low-quality Asian goods. By showcasing the works of some of the greatest Asian and Asian-American artisans from around the world and connecting it to Tiger Beer, we highlighted aspects of Asia’s excellence and paved the way for a successful national launch of Tiger Beer.