Challenge

Faced with a multi-faceted challenge for the launch, Tiger Beer needed to attract a younger, diverse audience while establishing a fresh brand identity that comes with the new Tiger Soju Infused Lager. This involved creating a melting pot of Asian cultural elements for a playful and youthful appeal, while maintaining the "Feel The Twist" core message. The project also had to navigate the intricacies of branding in an unconventional venue and create tangible touchpoints that the audience could relate to, without changing the brand perception of Tiger Beer.

Solution

We tackled these challenges with a creative matrix, blending Tiger's DNA with Asian culture and key moments. This became go-to launch event checklist. Our strategy had three parts: Fuel (Asian-inspired F&B), Spark (bustling street vibes), and Ignite (all-Asian performances). We went all-in on design, crafting a fresh brand identity through custom illustrations, playful patterns, and bold colours. The result? A cohesive yet unpredictable look that perfectly captured Tiger Soju Infused Lager's spirit.

Execution

The experience was brought to life through our Fuel, Spark, and Ignite strategy. "Fuel" featured the bold, two-story Twist Bar with a neon art collaboration, and with it came an array of Asian-fusion food and drinks, including surprise concoctions from a giant Gachapon. "Spark" ignited with street performances and a Sub Alley packed with interactive art and games. "Ignite" starred the triangular main stage with a diverse lineup of Asian artists. The electrifying blend of experience kept the energy high all night, while it reverberated the spirit of Tiger Soju.