Tiger Beer plans UK spending hike to £5.5m

by Gemma Charles, Marketing 18-Mar-08

Tiger Beer is to put £5.5m into promoting its brand this year, its biggest marketing investment in the UK to date.

Last year the brand had a UK adspend of just £85,000, according to
Nielsen Media Research.

The increase in marketing spend is part of a pan-European initiative
mounted by its owner Asia Pacific Breweries to grow the brand outside

its Asian heartland.

This month Tiger is rolling out an outdoor campaign that presents a
nostalgic vision of Singapore. Created by CHI & Partners, it is running
in six major UK cities, including London, where Tiger has the biggest
penetration. The brand is also due to launch a digital drive in May.

In addition, Tiger has a number of media tie-ups planned with magazines,
including GQ and Esquire.

It is also in talks with retailers to increase its listings, as it is
associated mainly with the restaurant trade.