Lately, it looks like a lot of brands are getting inspired by their states, cities and countries. They are using landmarks and popular symbols from their countries to create a campaign. Recently Mountain Dew launched a campaign and a collection which feature drink bottles, whose labels were designed to represent each of the 50 states in the US. Tiger Beer is jumping on the wagon, their latest campaign sees the brand rallying local pride by creating 20 customized bottles which are modelled after different Singapore districts.
About Tiger Beer’s Latest Campaign in Singapore
As part of their campaign to rally local pride in Singapore, the beer brand has launched 20 limited edition Tiger beer bottled which are modelled after the Singapore districts. The campaign brings a local twist to Tiger Beer’s bottles, the campaign aims to celebrate what it means to be born in Singapore. The Tiger beer bottles are customized to feature recognizable landmarks in each neighbourhood in Singapore. Some of the landmarks featured include shop houses in Katong, Chomp Chomp food centre in Serangoon, Chinese Garden in Jurong, Bugis Street shophouses in Bugis and Yishun’s first neighbourhood centre Chong Pang City, among others.
Tiger beer plans to distribute this special edition Tiger district bottles across all major supermarkets, online stores, bars, pubs, coffee shops and hawker Centers Island wide. In 2018, the brand previously encouraged Singaporeans to vote and decide four neighbourhoods they wanted to see on a Tiger bottle. Bedok, Punggol, Jurong and Tampines emerged as favourites. They garnered 6,690 out of the 10,000 votes cast.
Tiger Creates Buzzfeed to Promote New Campaign in Singapore
To promote the campaign and to pique consumer’s interest in the campaign, the beer brand also employed other efforts. One of such efforts included creating a Buzzfeed quiz that allows Singaporeans to determine where in Singapore they actually belong. The Buzzfeed quiz requires participants to select the top choice among four options given. At the end of the quiz, players will be told which neighbourhood they belong to
Tiger Beer Speaks on the Campaign
Faye Wee, the marketing director of Asia Pacific Breweries Singapore spoke about the campaign. She stated that from local beer to celebrated global icon, Tiger has always been fiercely proud of their heritage. They are a local beer that is born in Singapore and brewed fresh in their backyard in Tuas. She talked about how no one knows the local flavours as they do and the Tiger district bottles are their way to rally Singapore together in celebration of what it means to be born in Singapore.