Tiger Beer launches vibrant new installment of 'Brewed for your Fire' campaign

Tiger Beer has launched its newest installment of its “Brewed for your Fire” campaign, Tiger Crystal. The campaign seeks to promote Tiger Crystal as the ultimate crystal-cold refreshment for its consumers.

“Brewed for your Fire” aims to drive forward the idea that when individuals follow their dreams and excel at what they love, they “deserve a crisp and smooth refreshment that’s ‘brewed for your fire’”, according to Tiger Beer in a statement.

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Sean O’Donnell, global brand director of Tiger Beer, added on by saying, “Tiger Beer believes everyone should pursue their passions fearlessly, yet we all have moments of doubt when our confidence wavers. In these moments, it’s important to find that spark that comes from doing what you love, igniting your inner fire.”

The campaign, “Brewed for your Fire”, was created by BBH Singapore and LePub APAC, and evolved to highlight Tiger Crystal as a premium refreshment. The campaign was directed by Brazilian trio YOUTH and portrays a group of partygoers who are enjoying themselves at a house party. In order to ensure the accurate execution of this scene, a mixed-media technique that was inspired by memes, GIFs and TikToks of Gen Z’ers was utilised.

“A giant Yeti, crazy eskimos, a gate-crashing skier, a girl riding a giant Tiger. We haven’t seen beer celebrated quite like this before and we are extremely proud of the world we have conjured up for Tiger in this film,” says Sasha Kuntze, chief creative officer of BBH Asia Pacific.

The news comes just as Tiger Beer unveiled a new campaign "Tiger Soju Infused Lager – Feel the Twist" featuring South Korean rapper G-Dragon, its newly appointed global ambassador, in celebration of the launch of its Tiger Soju Infused Lager in April. 

This campaign will be marketed through-the-line across all consumer touchpoints on TV, OOH, digital, below-the-line, activation, sampling and more, Sean O’Donnell, global brand director, Tiger Beer, said to MARKETING-INTERACTIVE. Agencies that were involved in this campaign includes Bulletproof Design, DASS-Inc, Why by Lonsdale and DTC World Corporation.

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