Tiger Crystal: Uncage ultimate refreshment launch event

Many Singaporeans see Tiger Beer as a beer ‘for uncles’ and it has been gradually declining in sales over the last 15 years. To counter the situation, Tiger launched a new, modern beer aimed at a younger audience. Our brief was to tap into a generation with a desire to seek out content that makes them look cool and feel cool. Armed with Tiger Crystal, filtered at -1°C for a lighter and smoother taste, we created an immersive and unique experience to launch Tiger Crystal - The Crystal Cold Ice Party, hosted at Singapore’s famous Tuck Lee Ice Factory. We partnered with uber-cool influencers, created ultra-cool instagrammable media and influencer kits and hosted, quite literally, the ‘coolest’ party in Singapore. Results: 3% Growth: The first positive business growth for the brand in the last 15 years! Close to 190 pieces of coverage within 8 weeks worth $2.2 million in PR value Almost 5 million reach in just 12 weeks Exceded category norms in all 'perception' related KPI measures