“At Chinese New Year, what else would you drink?”
With 2010 ushering in the Chinese Year of the Tiger, Tiger Beer took the opportunity to capitalize on the occasion and to use it as a springboard for its most recent promotional campaign in the UK.

Throughout January and February, the leading premium Far Eastern lager executed a range of strategies which allowed consumers to embrace the Chinese New Year and to get them involved in the trendy contemporary Chinese cultural scene in the UK.

In preparation for the event, Tiger Beer, together with lifestyle and culture magazine Dazed and Confused, released a supplement in mid-January called the “Tiger beer guide to Chinese year” which showcased the UK’s best Chinatowns There was also an iPhone application which was available for download featuring a game based on Chinese New Year and a bar locator which guided consumers to the nearest Tiger beer outlets.

In celebration of the lunar new year, Tiger Beer hosted a series of events called “The Tiger Lucky Eight” The Tiger Beer/Dazed and Confused collaboration extended to three exciting exhibitions that finished with an after party. These events were themed around the five elements of the Chinese Zodiac - earth, wood, fire, metal and water - which were brought to life in engaging, interactive installations created by emerging artists.
Above-the-line advertising was also included in the campaign. Print and outdoor advertising flooded the streets and subways of London. There was also strong online advertising as well as a campaign micro site.

The Chinese year of the Tiger created an opportune platform for the beer brand to launch a brand campaign to highlight the essence and authenticity of the brand. However, Tiger Beer should also pay attention to brand strategy on a consistent and long term basis to realize sustainable success.