THE BIGGEST 2022 CELEBRATION: SINGAPORE’S NATIONAL DAY AND TIGER’S 90TH ANNIVERSARY

August 2022 was a crucial period for Tiger Beer as this month commemorated the brand’s 90th anniversary and Singapore’s National Day. Given the closeness and strong linkage of both events, we needed people to see and take part in our celebration for these two big occasions to drive relevance and amplify brand equity for Tiger Beer.

To celebrate both milestones, the brand shared its most valuable asset, the Tiger, with Singapore’s iconic Merlion - a mythical fish and lion hybrid creature representing the country’s history and origins. The introduction of these two icons empowered Tiger Beer to create an excitingly new limited edition packaging that was launched all over Singapore in the month of August.

TWO GIANTS MEETING

We wanted everyone to join the celebration as the entire nation of Singapore was about to celebrate the country’s birth.

As both events drew nearer, we made it a point to showcase how Tiger Beer – a Singaporean brand, has had a parallel story and shared spirit with Singapore. Both the country and the brand harnessed boldness and courage, and defied all odds to get to where they are today.

To bring this story to life, we shared our most valuable asset, the Tiger, with another iconic animal: the Merlion, a national icon symbolising Singapore’s origins and her original name of Singapura.

For the first time ever, we made two giants meet through a limited-edition packaging design done by Erikartoon, an up-and-coming Singaporean illustrator. Ensuring the elements used were relevant and contextual to fuel the pride for both Tiger and Singapore.

TOGETHER WE ROAR

The design is fluid, energetic, and with bold lines to evoke the spirit of Tiger alongside Singapore.

Weaving in iconic elements of Singapore like Marina Bay Sands, Gardens by The Bay and the National Flower to ensure that it’s recognisably a Singapore-only edition which helped its collectability.

The two animals are in a stance of respect towards each other and also in a position to help tell the story of roaring together throughout the 90 years.

The cans were sold nationwide and broke record sales as people were buying, raising a toast, and collecting them throughout the year.

Instead of just running for a month, the design proved popular enough to continue to be used 5 months later. National Day may be over, but our design is still used across the country and even in upscale establishments like Marina Bay Sands and Gardens by The Bay.

THE MEETING OF TWO ICONS. ONE BIG SUCCESS.

Every bar was filled with everyone raising our cans to celebrate the National Day. Further fuelling their pride for both Tiger Beer and Singapore. We achieved what was needed to be done and more:

- Generated 93% reach, with over 91 million media impressions

- The was design picked up by various media, increasing PR value by 35% from previous year

- 19% higher overall volume of beer sold during August and September 2022, versus average monthly sales

- #1 brand power in Singapore, biggest gainer in Gen Y, Gen Z across brand values. Overtaking competitors to be the 2nd most meaningful brand. (previously 3rd)

- Picked for Top 50 Packaging of 2022 by Packaging of the World

The meeting of the two icons created a simple and strong message of celebrating boldness, which resonated with all consumers across all touchpoints.