Categorized | Beer, News

2010 Will Be The Year Of The Tiger


Heineken UK’s Far Eastern lager, Tiger Beer, will be roaring into 2010 with major marketing investment to celebrate Chinese New Year in the Year of the Tiger.

The leading premium world beer will kick start 2010 with a host of activities to mark the occasion, which this year will be celebrated on 14 February.

Tiger will be the key sponsor of Chinese New Year celebrations in Chinatowns within Manchester and Newcastle as well as in London’s Chinatown, providing high visibility for the brand pre and post celebrations.

A new advertising creative in January, designed by Saatchi and Saatchi Malaysia, reflects Tiger’s Far Eastern roots and will carry the strapline ‘In the year of the Tiger, what else would you drink?’ while a second creative in February, produced by Exposure in the UK, will introduce ‘Lau Hu Mei’ (Tiger Girl), who will feature as a key part of the multi-media campaign.

London Underground digital panels will bring the creative to life as LCD screens and digital escalator panels reveal an engaging animation which will also feature on a giant screen in Manchester Piccadilly and will be supplemented by outdoor advertising in London, Manchester and Newcastle.

Throughout January and February this activity will be complemented by a heavyweight press campaign in national titles and lifestyle publications, as well as titles specific to the Chinese community.

An extensive online advertising campaign is also planned, running across lifestyle, music, news and magazine sites, and a partnership with leading arts & culture magazine, Dazed and Confused, has been established.

Within the off-trade, Tiger will also be running ‘Lucky 8’ promotions in the wholesale sector, as well as creating a limited edition 4 pack which will be available across the off-trade to add standout on shelf as well as in off-shelf Chinese New Year promotions.

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Tuesday, January 23, 5:38 pm

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