Tiger Beer’s launch strategy was to associate with authentic Asian Culture and create an exciting underground event. In year two of a 3 year development programme, Tiger beer partnered with cult Asian film specialist Tartan Film to create an urban festival of cutting edge cinema. Blank canvass venues in London and Manchester were washed with a warm Tiger-orange glow, lanterns from Vietnam were suspended over a bar of reconditioned oil barrels. A Chinese street stall was brought in to add the smell of the Orient to these unique events. Films such as ‘Old Boy’ and ‘Joint Security Area’ were screened to the crowds gathered through PR executions, a targeted fly-posting campaign and promotional material in key ‘Tiger friendly’ on-trade outlets. Following the screenings, the entertainment was extended into the night with DJs mixing funky Asian beats, large screen old-school computer gaming and a full compliment of Tiger Beer.
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