“The insight, inspiration and constructive challenging of the BIG team has been instrumental in turning Tiger into a global brand with value beyond price.”
GLOBAL BRAND DIRECTOR, TIGER
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.