Tiger Beer pays homage to past in poster push

by Darren Davidson, Brand Republic 04-Mar-08, 12:00

LONDON - Tiger Beer has launched an evocative poster campaign inspired by Far Eastern artists from the 1930s.

The campaign, created by CHI & Partners, will launch across the UK on March 10 with the line "The Far East's most desirable export since 1932".

The posters are designed to reflect the brand's Far Eastern provenance and heritage.

The campaign features three poster executions, each depicting a cargo ship piled high with crates of Tiger leaving Singapore and bound for British shores.

The captions on the ships, borrowed from security vans, read: "Cargo is securely locked. Crew has no access to keys"; "No Tiger Beer left on board overnight" and "Warning: Anti-Climb paint".

The new work will appear in six major cities across the UK in addition to a nationwide competition run in conjunction with The Metro, which will give away exclusive trips to the Far East.

Steven Greaves, marketing manager at Tiger Beer UK, said: "We believe this campaign will excite our target audience who will be interested to learn more about the heritage of the Tiger Beer brand.

"Tiger has been exported from the Far East for over seventy years and we're pleased that this campaign reflects our Singaporean provenance and everything that the brand stands for."