Ad of the Week: Tiger Beer 'Made in Asia' (USA)
For its US launch, Tiger Beer went back to its Asian roots by repurposing a New York discount store into a pop-up showroom displaying more than 700 products showcasing the finest art, fashion, technology and design from artists in the region.
The idea aimed to celebrate the true craft and creativity of the brand's origins, in contrast to the cheaply made Asian cliches and counterfeit goods that would usually populate New York's Canal Street stores.
Members of the public could gain entry to the store simply by presenting a Tiger Beer coaster from one of several nearby bars.
The pop-up store, created by Publicis Groupe's Marcel Sydney, went down a real treat and sold out just one hour after opening every night!
"Tiger is a premium beer. It's an authentic, Asian original. But "made in Asia" carries a lot of negative baggage in the US," said Scott Huebscher, executive creative director of Marcel Sydney. "For our first New York launch, we figured, why not tackle the elephant in the room head on?"
Check out the campaign video below: