The aim was to raise awareness of Tiger as a premium beer by reinforcing its genuine Far Eastern heritage, promoting reappraisal and trial amongst discerning 21 to 30-year-old ‘early majority’ urban male beer drinkers.The creative solution demonstrates Tiger’s desirability by conveying the lengths to which people would go to intercept the beer while in transit. The executional style of a traditional Asian woodblock illustration reinforces Tiger’s genuine Far Eastern export credentials. Posters ran in major city centres, strategically positioned to disrupt drinkers while on a night out, for example on London underground cross tracks, and as 6-sheets outside bars and in central city locations. Cities included London, Manchester, Liverpool, Birmingham, Leeds and Brighton.
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