Tiger Uncage Encourages You To Ignite Your Inner Tiger

Tiger showcases Asian talents to the world with new campaign — Tiger Uncage.

Mr. Bruce Dallas, Marketing Director of Guinness Anchor Berhad

Having always been proud of its Asian roots, Tiger Beer aims to showcase this to the world with its latest campaign — Uncage. The new campaign which was recently launched will feature short films on the real stories of young Asian personalities. Featuring inspiring stories of female Chinese tattooist Joey Pang who is a make-up artist turned coveted tattooist, Thai-American stuntman Charlie Ruedpokanon, who has a background in business management but is now a Shaolin-trained stuntman, and Singaporean filmmaker Anthony Chen, whose film broke Asian convention. Celebrating these individuals, Uncage tells the story of how they have forged their own paths by breaking free from conformity.

With Uncage, Tiger beer aims to speak to young adults in a personal manner and inspire them to realise their full potential. Portraying itself as a symbol of courage — Tiger Beer is encouraging people to “ignite the Tiger inside” by taking the leap to follow their dreams.

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Bruce Dallas Marketing Director of Guinness Anchor Berhad (GAB) said, “As an iconic beer brand created in Asia, Tiger aspires to spark a change among young Asians. We see great potential emerging from this region and through UNCAGE hope to inspire young talents to follow their dreams.”

Mr. Tai See Wai, Marketing Manager of Tiger Beer, Mr. Thum Chee Yuen, Sales Director of GAB, Mr. Hans Essaadi, Managing Director of GAB and Mr. Bruce Dallas, Marketing Director of GAB.

Two simple contests were created for fans during the launch on September 11th, 2014 (Thursday). The first, calls for Tiger consumers to watch Tiger Uncage videos on Tiger’s official website and answer three simple questions to stand a change to win an exclusive paid trip to Hong Kong for a freehand tattoo by Tattoo Temple founder Joey Pang. The second contest calls fans to uncage themselves via a photo contest to stand a change to win exclusive Uncage merchandise. To make things even more interesting, the website also enables consumers to create their personalised 15-second Uncage video at the website based on their Facebook profile.

Tiger Uncage will be launched in 25 countries with print and integrated digital engagement programmes that will be accompanied by the revealing of an enhanced vibrant brand identity across all consumer touch points including fresh logos, visuals and packaging.