Full steam ahead for Tiger campaign

07 March, 2008

Tiger Beer is launching a

poster campaign

to highlight the lager's provenance and create a nostalgic picture of 1932 Singapore , when Tiger was first brewed.

The posters will be a series of illustrations, in the style of Asian woodblock printing, of a cargo ship carrying Tiger from Singapore to Britain.

The cartoons have a humorous take on Tiger's slogan, The Far East's Most Desirable Export Since 1932, with captions on ships such as Warning: Anti-Climb Paint

and

No Tiger Beer Left On Board Overnight.

The ads will appear in six UK cities and will tie in with a competition in London's free Metro newspaper, in which readers can win trips to Asia.

"We believe this campaign will excite our target audience who will be interested to learn more about the heritage of the Tiger Beer brand. We're pleased

this

reflects our Singaporean provenance ," said marketing manager Steven Greaves.




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