In Chinese culture, the dragon is deemed to be a strong and desirable zodiac symbol. When coupled with the spirit of the tiger, they represent a formidable force. This is why Tiger Beer is encouraging consumers to recognise their courageous achievements and set even bolder ambitions for the Year of the Dragon. With a series of exciting promotions and activities filled with unstoppable ‘huat’, the ‘Cheers to a Bolder Tomorrow’ campaign was officially launched at Sunway Velocity Mall recently.

Last week, a video of a larger-than-life tiger and dragon coming together in KL city was spread across social media, sparking curiosity among netizens. It was revealed that Tiger Beer was behind the viral stunt and wanted to inspire Malaysians to uncage their inner courage to embrace their boldest ambitions this year.  

Tiger Beer is taking over the concourse area at Sunway Velocity Mall KL until Jan 28, Gurney Plaza Penang from Jan 24 until Feb, and Ipoh Parade in Ipoh from Jan 23 until Feb 9. Shoppers can win exclusive merchandise when they take part in a variety of on-ground games. At the official media launch, members of the media got an exclusive first look and tried their hand at the activities. 

Kicking off the official launch, Roland Bala, Managing Director of Heineken Malaysia Berhad, and Willemijn Sneep, Marketing Director of HEINEKEN Malaysia, set the tone for the evening with the crowd as they excitedly chanted the campaign tagline, ‘Gan Gan Chong’ before the launch animation video was played.  

“CNY is a time when we come together with friends and family optimistically hoping for a prosperous year ahead, and Tiger Beer wants to be part of the celebration with everyone. With attractive nationwide activations and promotions, we want our loyal consumers to experience the formidable force of the tiger and the dragon as they ‘Cheers to a Bolder Tomorrow’ by setting ambitions even bolder than before,” said Roland Bala, Managing Director of Heineken Malaysia Berhad. 

Also new this year is the ‘Bolder Tomorrow’ IG Filter by @TigerBeerMY. To unlock the filter, scan any Tiger Beer logo physically or digitally to generate unique New Year blessings, share it on Instagram Stories mentioning your biggest goal for 2024 and stand to win merchandise from the Tiger Beer x Against Lab Year of The Dragon collection. This collaboration blends the brand’s heritage and Against Lab’s contemporary edge, shaping a bolder tomorrow in fashion. The collection, consisting of five pieces, will be sold exclusively at in-mall experiences and online on againstlab.com. 

Up for grabs are prizes such as limited-edition Year of the Dragon merchandise from Tiger’s exclusive clothing collaboration with Against Lab, and personalised Tiger 6-can-pack with customised greetings. Up to Feb 10,  those who purchase selected Heineken Malaysia Berhad brews from participating supermarkets and hypermarkets can get a free La Gourmet Multi Electric Grill  Hotpot or even a Reunion Dish Plate Set.

Up to Feb 15, consumers at selected 99Speedmarts can purchase any two cartons of participating HEINEKEN Malaysia brands and stand to receive a free thermoflask. Tiger is also bringing the celebration to selected coffee shops and food courts with performances, as well as enticing promotions and giveaways till Feb 24. Patrons who purchase big bottles of Tiger, Tiger Crystal, Heineken, and Guinness can check under their bottle caps to see if they are eligible for the redemption of either an RM8,888 Cash Prize, the Tiger Mahjong Set, or a Reunion Dish Plate Set.

Also up for grabs is the iPhone 15 Pro Max or even RM88 TnG e-wallet credits – buy any two cans of beers under HEINEKEN Malaysia’s portfolio of brands at convenience stores, provisions, and mini markets, scan the QR code, and submit the receipt to participate in the contest till Feb 25. Shoppers also stand to win RM388 TnG E-Wallet Credit or a Heineken Poker Set when spending RM90 and above on participating brands at pubs and bars till Feb 24.

With the purchase of carton bundles on Drinkies, consumers will receive a La Gourmet Multi Electric Grill and Hotpot till Jan 31.

Be sure to check out the experiences happening across the nation and redeem exclusive merchandise when purchasing brews under the portfolio this CNY. For more information on the Tiger Beer CNY 2024 campaign, merchandise, promotions, contest, and giveaways, check out tigercny.tigerbeer.com, as well as Tiger Beer’s social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy.