Media Asia website, part of Brand Republic, details Tiger’s recent reinvention, illustrating how the internet and packaging can work hand in hand to help a brand “stand out” (the Tiger theme) in a crowded category.
Strategy included hosting a blogger party for influential young Maylasian bloggers. “Directly after the party, the media covered the event in the national dailies and ‘Stand out’ bloggers flooded the web with footage of the party on their blogs, Facebook profiles and Twitter accounts. Thousands of party pictures were posted on Flickr and Twitter, while videos were uploaded on YouTube.”
Packaging played a key role. “Tiger needed to excite target consumers by injecting an element of surprise through its packaging and presentation. Three different designer bottle sleeves were developed, based on music and artistic themes. The shrink-wrapped bottles featured Tiger’s branding in a stylised manner and stood out from the competition.” These contemporary designs came from internationally acclaimed artists.
The result? “…perception of Tiger as 'a beer for good times and fun' increased by 14 per cent; an additional 12 per cent of consumers described the beer as one 'my friends approved of'; and consumption among young adults increased by six per cent.
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Strategy included hosting a blogger party for influential young Maylasian bloggers. “Directly after the party, the media covered the event in the national dailies and ‘Stand out’ bloggers flooded the web with footage of the party on their blogs, Facebook profiles and Twitter accounts. Thousands of party pictures were posted on Flickr and Twitter, while videos were uploaded on YouTube.”
Packaging played a key role. “Tiger needed to excite target consumers by injecting an element of surprise through its packaging and presentation. Three different designer bottle sleeves were developed, based on music and artistic themes. The shrink-wrapped bottles featured Tiger’s branding in a stylised manner and stood out from the competition.” These contemporary designs came from internationally acclaimed artists.
The result? “…perception of Tiger as 'a beer for good times and fun' increased by 14 per cent; an additional 12 per cent of consumers described the beer as one 'my friends approved of'; and consumption among young adults increased by six per cent.
Get your daily dose of global packaging trends, follow me on Twitter.
