For audiences in Australia and New Zealand, Asia frequently conjures the intrigue and allure of the exotic. Our brief was to create a set of in-bar materials for craft beer pubs that captured the imagination, that felt authentic and that helped answer genuine needs of the bar owners they were aimed at.

To reach this new audience, we went back to the brand’s core truth – that Tiger is a beer that was born on the dynamic streets of Asia. Inspired by the rich tapestry of Asia’s history, we wanted to capture the stories behind the objects of Tiger’s cultural heritage.

The creative idea was ‘Purposeful Repurposing’ – in which we sourced ephemera from the streets of Singapore and repurposed them into a suite of in-bar items such as seats, pump handles, lighting and coasters.

We wanted the creation of our designs to be as authentic as the brand’s story. So we took to the streets looking for craftsmen and artisans to help us. We partnered with a traditional steel wok maker to turn real woks into light fittings, pump clips and even ice buckets. We engaged a traditional sign painter to create wall art that became our secondary pack. We scoured the island looking for the best 1930s Peranakan tiles and shophouse shutters around – perfect for cool coasters and craft beer chalkboards.

The resulting items included a vintage beer crate that doubled up as a seat, a traditional ‘Peranakan’ tile that made a beautiful coaster, and the handle of a wok that became the pump clip for a draft beer dispenser. We used the wooden shutters from old ‘shophouse’ buildings to form chalkboards and wall decorations, and old beer crates to make seats.

All of the items were interpreted with imagination and creativity, delivering against the brand’s ‘dynamic, intriguing and bravely creative’ personality. And because they felt authentic and weren’t brashly branded, craft beer pub owners were happy to stock the items in their bars.

In key outlets, Tiger’s share increased by 37%

Brand quality scores have improved from 14% to 22%

Brand approval scores have improved from 16% to 29%

“Customers can see through anything that’s not genuine… To me Tiger occupies a position in the market that bridges a gap between extreme craft beer and mainstream domestic beers… The campaign effectively conveyed the sense of 'Singapore Streets'." Pasan Wijesena, bar owner, Sydney.

The launch of the Tiger on-premise visibility items coincided with our redesign of the brand’s primary and secondary packaging, whilst the wok became the icon of an ATL campaign.