UK: Tiger Beer plans GBP 5 mln investment to up market share

Tiger Beer has set aside a GBP 5 million promotional war-chest in a bid to boost its share of the UK premium beer market, Brand Republic News posted on February 15. The brand will initially run a GBP 1 mln ad campaign launching later this year, having appointed Young & Rubicam (Singapore) to its creative account last year.

The executions, based on a theme of 'beauty and danger', will be used to relaunch the brand in April. Revamped branding will emphasise the Asian authenticity of Tiger.

The brand is also planning a series of events to back Tiger Eye, a brand sponsorship that promotes the growth and awareness of Asian film in the UK. It will create VW camper-based Tiger Beer bars as part of a sampling drive.

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