Tiger Beer roars into the Chinese New Year with a renewed spirit with its ‘Cheers to Bold Beginnings’ campaign. The notion is all about celebrating moments of reflection, as we recognize our past courage while gearing up for a bolder tomorrow. Tiger wants its fans …
Our courage to push forward is often held back by the fear of failure and judgment. Tiger Beer is no different. Before 1932, it was widely believed that you couldn’t brew beer in the Asian heat – beers at the time were of European origin. …
This year, 2022, is especially significant for Tiger Beer as it is the Year of the Tiger. To uncage the festive cheer, Tiger Beer has partnered with Son Heung-Min, a football icon from South Korea, in conjunction with the Lunar New Year celebrations to ignite a global movement and inspire fans to achieve their boldest ambitions in 2022.
By dreaming big and never giving up, Son overcame challenges by uncaging his inner Tiger with his courage and determination to become a football star. Now, Son is aiming to win a major trophy for his country. Son, the official Tiger Brand Ambassador, has shared a series of emojis on his Instagram expressing his targets for the year and wants fans to share their own bold goals too. All you have to do is respond to the “My Year, My Goals” Instagram “Add Yours” story sticker feature, created by Tiger Beer with their own ambitions for the Year of the Tiger.
Tiger Beer Malaysia also launched Chinese New Year (CNY) campaign – The Year We ROAR Together – on a grand scale. The media and invited guests had the opportunity to feast their eyes on traditional Asian street installations with a contemporary twist at the Connection, Pavilion KL area and score exclusive Tiger merchandise via the exciting game booths there.
Guests and trade partners were then ushered to the Grand Ballroom of JW Marriott Hotel Kuala Lumpur where Roland Bala, Managing Director of HEINEKEN Malaysia, took the stage to give the welcome address. The rest of the Management Team joined him to officiate Tiger Beer Malaysia’s CNY campaign for 2022, followed by an exciting Tiger and lion dance performance to spark the festive spirit. Guests were treated to an 8-course dinner and electrifying stage performances to usher in the Year of The Tiger.
“After two years of challenges amidst the pandemic, we’re ready to make our mark and unleash our true potential. We believe everyone has an inner Tiger in them, therefore, we want our fans to UNCAGE themselves to take the leap of boldness and go all out to pursue their dreams and goals. With all the attractive festive promotions, we are also determined to bring exciting, ground-breaking experiences to our discerning drinkers. Let’s raise our glasses and continue to ROAR together and usher in the prosperous year ahead with joy,” said Roland.
The activities along Connection, Pavilion KL will be open to public from now until February 15 so that they can experience the festive vibes for themselves. Specially commissioned Tiger “Roar Together” art installations by three up-and-coming artists of diverse backgrounds – Thomas Powell, Sheena Liam and Pamela Tan – are activated at the main entrance from January 10 onwards. Fans can also redeem collectible Year of the Tiger Ang Pow packets, when they purchase RM88 worth of HEINEKEN Malaysia products at selected outlets in Pavilion KL, while stocks last.
Various QR code touchpoints along the area also enable fans to engage with Tiger’s Augmented Reality (AR) ‘Roaring Greetings’ to interact virtually with a Tiger and generate inspiring CNY greetings to be shared with friends and family. At the same time, fans stand to win exclusive Tiger Mahjong sets with two weekly winners from now until February 15. These QR codes can also be found on Tiger’s limited-edition cans and other touchpoints like the ‘Roar Together’ murals and print ads during the festive period.
Tiger Beer’s efforts to champion the local art scene continues to grow. To spread the CNY cheer to other regions in Malaysia, Tiger engaged with various local artists to create exclusive ‘Roar Together’ murals at eight different locations nationwide, giving fans even more Insta-worthy moments to welcome the Year of the Tiger.
For the first time ever, Tiger Beer will be venturing into the world of NFTs (Non-fungible Tokens) with an exclusive collaboration with Pestle & Mortar Clothing (PMC). The NFT collection, known as The Tiger Archives, feature vintage Tiger artwork ingrained into the blockchain, and each artwork is uniquely drawn fully by hand. These NFTs will unlock a series of perks throughout the Year of the Tiger, from exclusive merchandise down to curated experiences by PMC. The Tiger Archives NFT collection will be released for sale on January 25 whereby 30% of the proceeds will go towards supporting local musicians, artists and street food chefs via Tiger’s UNCAGE platform throughout the Year of The Tiger.
The Street Food Virtual Festival is back this year, with an epic collision between street food and an integral part of street culture – streetwear. The local streetwear scene has always been a way for people to express themselves and is influenced by the many …
Since we can’t meet up and have our traditional Yum Seng and Lo Sang get-togethers due to the pandemic, Tiger brings the ‘Ong’ to the media and trade partners instead, with an innovative Augmented Reality (AR) twist. The Tiger ONG Box contains everything guests would …
Tiger Beer is donating RM1.5 million to support Malaysian street food during the Movement Control Order (MCO). The funds will be used to help cover rent for street food vendors, coffee shops and food courts across the country as they face reduced income due to ongoing restrictions.
Some RM1 million will be made available immediately to benefit street food vendors operating in more than 1,200 coffee shops and food courts nationwide.
The public can also support their local coffee shops and food courts during this tough time by purchasing Tiger Beer vouchers to be used once restrictions are relaxed.
You can log on to www.drinkies.my/TigerSOS to purchase a voucher for a big bottle of Tiger or Tiger Crystal (RSP RM17) at only RM10. This voucher can then be redeemed at participating coffee shops and food courts across the country when they reopen. The outlet will receive the initial RM10 voucher price, plus the full RM17 RSP value from Tiger Beer for each voucher redeemed.
Managing Director of Heineken Malaysia Berhad said, “Tiger has long been a
champion for Asian street food, so it was important for us to help support the
people who create the dishes we all love. We hope that the Tiger ‘Save Our
Street Food’ fund goes some way to easing their financial burden during this
tough time, and look forward to supporting them further as conditions improve.
“We invite the public to join us in supporting the local coffeeshops and food courts where many of our favourite street food vendors operate, with the purchase of vouchers to be redeemed once restrictions are relaxed. For every RM10 spent, Tiger Beer will contribute another RM17 to help these outlets get back on their feet.”
Beer is also working with the Malaysia Singapore Coffee Shop Proprietors’ General
Association on additional initiatives to help the wider industry.
The Tiger Save Our Street Food fund is part of a comprehensive package of support for F&B Operators and the wider community by Heineken Malaysia Bhd. It provided 80,000 meals to more than 3,000 B40 community members located around the brewery premises.
As part of a wider regional initiative from Tiger Beer, #SupportOurStreets, the campaign encourages consumers to stay off the streets as part of continued safe distancing measures across the region.
To find out more about the campaign and purchase a voucher to help support local coffeeshops and food courts, visit www.drinkies.my/TigerSOS.
With Christmas barely over weeks ago, the season of the Rat is already on the way with shouts of ‘Huat ah’ already ringing in the air on Jan 1, if not earlier. It’s double the Huat (prosperity) this Chinese New Year with Tiger Beer as …