Tiger Beer celebrates Chinese New Year with on-pack specials

by Julia Pearlman, Brand Republic 20-Jan-06, 08:00

LONDON - Tiger Beer is celebrating Chinese New Year with its largest on-pack promotion to date offering consumers the chance to win a Chinese banquet with their purchase.

The promotion coincides with the event, which falls on January 29 and is also known as Spring Festival, and involves families getting together for a large feast.

Customers will be given the chance of winning the banquet simply by buying a four-pack of Tiger Beer, produced by Asia-Pacific Breweries, in grocers across the UK or a six-pack in Tesco.

The campaign has been developed alongside online company Dining Made Easy, which offers a home delivery service. Consumers will also be given the chance to win a Chinese New Year party pack to celebrate the occasion.

Tiger Beer, which claims to be the biggest-selling beer in Singapore, is also running an in-bar promotion across 300 bars in the UK with leaflets tempting "Feast your eyes on £100, win instantly".

When purchasing a Tiger Beer, drinkers will be handed a red envelope to see if they have won the cash or a guaranteed £5 voucher to go towards purchases from Dining Made Easy.

The campaign is also being pushed through the brand's website, which gives users details about the promotion.

In November, Asia-Pacific Breweries unveiled Tiger Beer's new logo with a multimedia campaign featuring Hollywood star Jessica Alba, who last year starred in 'Sin City'.

Agencies Design Bridge in London and One Centre in Sydney collaborated on the new logo and packaging.

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