27 October 2005
Tiger Beer Unveils Fresh, New Look
Makeover reflects the premium lager's remarkable growth from
Singapore's favourite beer to world-acclaimed brand
Tiger Beer today put an end to the hearsay that has been flooding
the bars and pubs in Singapore about its new look. The leading beer
brand "unleashed the new Tiger" to industry partners, business
associates and media at a unique event which took place on and
around the Singapore River.
The Fresh, New Look of Tiger
Tiger's new look exudes a stronger universal appeal and reinforces
the brand's world-acclaimed status in the international beer
market. From November, consumers can look forward to a refreshing
new look when a Tiger is served to them. The current packaging will
be replaced by sleeker designs, a more vibrant mix of its trademark
colours - gold, orange and blue and an enhanced Tiger icon, while
maintaining the brand's sense of familiarity and its brewing
tradition and origin.
In the new logo, the signature Tiger icon strides forth powerfully
with renewed brilliance and vigour, symbolising that Tiger has
evolved from a local beer to a Singapore icon winning international
acclaim for its smooth, well-bodied taste and exotic Asian appeal.
With the words "World-Acclaimed Beer" prominently displayed on
Tiger's bottle and can labels, the new logo also affirms its
well-medalled status with an eye-catching display of international
awards and accolades conferred on the brand for its premium quality
and taste.
New Tiger TV Commercial
Tiger's makeover also involves a new advertising campaign, set to
crank up the beer's hip and trendy quotient by another notch.
Bringing to the fore an inspirational "It's Time" message, the TV
commercial starring famous actress, Jessica Alba, makes Tiger Beer
the first Singapore brand to be endorsed by a Hollywood celebrity
and will start airing on local TV and at the cinemas from 30
October. Jessica Alba was chosen as she embodies the new Tiger
spirit of fun and friendship and is a movie star with whom the
young and trendy can identify. The TV ad will be complemented by a
series of new print and outdoor advertisements, featuring
Singapore's favourite beer in the most glamorous bars and pubs
around the world, and will be launched to the public from 28
October.
Commenting on the plans for the new Tiger, Mr Alan Gourdie, General
Manager, Asia Pacific Breweries Singapore (APBS), said: "The beer
industry and consumer drinking trends in Singapore are evolving
rapidly and steadily. Singaporeans have become more affluent and
discerning, and are seeking a sophisticated drinking experience in
terms of taste and the desired social image. This is why we feel
that it is time to revitalise and rejuvenate Tiger especially since
Singapore's beer icon is gaining popularity internationally and is
available in popular bars such as the Bellagio in Las Vegas,
Wolfgang Puck at the Universal Studios in Florida and the Light Bar
in London."
Mr Gourdie added: "While Tiger is widely regarded as Singapore's
most successful beer export and has been around for decades, it has
to forge ahead and stay relevant in the new millennium. The new
Tiger's confident, progressive and outward-looking appearance
accentuates key attributes which our consumers can identify with.
We are confident that this connection we make will not only attract
existing drinkers, but emerging groups of consumers such as
tourists and business professionals who visit Singapore, young
adults who come here to study, and young working professionals as
well."
Tiger is wasting no time to reinvent its brand even though it made
waves this year when it was named a Cool Brand Leader in the United
Kingdom by the Cool Brandleaders Council, which rates the most hip
and trendy brands around the world. With more than 30 international
awards and accolades to its name, the beer icon also snagged the
prestigious gold medal at the European Style Pilsner category of
the 2004 World Beer Cup, widely considered by the industry to be
the 'Beer Olympics'.
Elaborating on the new Tiger, Mr Edmund Ng, Marketing Manager for
Tiger, said: "The new look reflects Tiger's strong international
presence and is attuned to the latest consumer drinking trends. We
want everyone to sit up and take notice of the new Tiger. To
achieve the 'right' look, extensive research was carried out to
create an ultimate drinking experience, from the great taste of a
well-brewed beer, to how it looks, to what consumers watch on TV
and see on the streets. In all of Tiger's 73-year history, there
has never been a more exciting time for the brand and consumers
than now."
-From: APB website
