Year of the Snake roars in with Tiger Beer

Tiger Beer welcomed the Year of the Snake in bold style with the launch of its ‘Together We Roar’ campaign at Pavilion Bukit Jalil recently. The event set the tone for a festive season and celebration with a vibrant lineup of experiences.

The atmosphere at Piazza, Pavilion Bukit Jalil was of pure excitement as consumers brought their pack to ‘Tiger Town’. Visitors enjoyed live performances, curated in partnership with Tǎng Píng, the popular Live Cafe Bar, along with immersive experiences that included music performances by popular artists 3P and Jeryl Lee, craft booths and interactive activities.

Attendees were put to the test with a series of activities in order to win exclusive Tiger merchandise.

“Each year, Tiger celebrates the courageous journey of progress and connection, recognising that the support of fellow tigers makes every milestone significant,” said Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad. “This year, we are proud to offer experiences that honour these connections and inspire our consumers to celebrate those who uplift them along the way. We cannot wait to see how everyone roars together in the Year of the Snake.” 

Adding to the excitement was the unveiling of the exclusive Tiger x atmos x ButNotReally collection. Members of the media were treated to an exclusive preview of what was in store for consumers. 

The streetwear collaboration celebrates the shared journey of brands that defied the odds. Born on the streets of Asia in 1932, Tiger Beer built its reputation for bold refreshing lagers by breaking boundaries, while atmos, with its roots in Tokyo’s Ura-Harajuku backstreets, emerged as a global streetwear champion. ButNotReally is a homegrown brand that embodies the spirit of creativity, freedom and innovation. This partnership has resulted in a collection that honours their bold roots while pushing the future of fashion forward. The limited-edition pieces are available for purchase at participating atmos stores (Sunway Pyramid, Mid Valley Megamall, and Genting Sky Avenue).  

Tiger invites consumers to join in on the digital activation by using Tiger’s ‘Add Yours’ template on Instagram Stories to post pictures of themselves and their crew over the years, reflecting on their shared progress and journey. By tagging @tigerbeermy on Instagram, participants stand to win an exclusive NFC pendant from Zero Degrees, which contains these photos, allowing them to carry these special moments with their pack wherever they go. Founded in 2020, Zero Degrees Jewelry has redefined urban and hip-hop jewelry in Kuala Lumpur with out of this world custom pieces, ready-to-wear collections.