What Do Cool Young Asians Want? Here’s Heineken’s Out-of-the-Box Move
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Pick up a bottle of Singapore’s iconic Tiger beer, and you’ll now notice a subtle change in the logo. The “g” in the name looks like an “8,” a lucky number in much of Asia.
That’s part of a new strategy from Heineken International, which took control of the Tiger brand two years ago, to emphasize the brand’s Asian identity. Along with revamped packaging, there’s a new Droga5 international campaign focusing on real stories about cool young Asians including a tattoo artist and a stuntman — who defied family or societal expectations to choose their own path. Tiger’s new slogan is “Uncage.”
Asian consumers traditionally gravitate toward pricier Western products as their spending power rises, but Heineken sees an opening for a premium Asian beer brand targeting upwardly mobile young consumers on the continent.
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