Identifying the highest common denominator across Asia, North America, Europe and Australia.
We have acquired a highly fragmented brand - Tiger Beer in Asia - and want to make it a worthy #2 to Heineken globally in under 5 years.
How to tap into the post-Olympic economic zeitgeist in the East.
How to attract a new audience of millennials - we called them ‘Men in Beta’ - and capture that moment in time, via a powerful insight.
We discovered a truth rooted in their behavior on social media.
This helped Tiger achieve cult status among young men seeking to challenge the culture of ‘Face’ and claim a new Identity.
Our brand positioning united markets, targets and new company culture. In 2017 Tiger became the fastest growing premium beer in the world. In the same year Heineken N.V. reported the highest earnings growth in 7 years driven by a 13% increase in Asian revenue.
The success of the strategy led BIG to become the first innovation agency nominated for a Drum Marketing Award for Best Long-Term Growth Strategy in 2017.