Weird Snacks Complement the Taste of Tiger Beer

If you are a beer connoisseur and do appreciate a good ale, it is only fair to assume that you have already tried Tiger Beer. Currently available on the Western shelves, the beer has its roots in Singapore. Its origins explain the beer’s powerful Asian features. The fact that it comes from the Eastern part of the world is what makes the brand stand out. Yet, its legacy isn’t the only one to highlight its Eastern cultural traits.

The beer stands at the intersection of the Eastern and Western worlds. To further promote the beer in the Occident but also to make Kiwis discover the small pleasures that come along with such a drink, creative agency Colenso BBDO created a snack that merges these two worlds.

Tiger Beer’s snacks brand, Tiger Bar Snacks, were launched to highlight the beer’s identity through a new platform: “East of What You Know.” This program was born to hero the “very essence of Tiger’s culture by embracing the unfamiliar in refreshingly different ways,” says the agency.

The snacks nicely complement the bear. Yet, these are not your typical snacks: no peanuts, no chips, and no beer sausages. To play on the eastern people’s penchant for eating weird stuff, the brand came up with the idea of having not-so-ordinary snacks, such as crickets, mealworms, tarantulas, or grasshoppers. Such insects are usually consumed in Asian countries and they go hand-in-hand with the alcoholic drink. Launched in five flavors, including garlic grasshoppers, roasted scorpions, peri peri crickets, teriyaki mealworms, and roasted tarantula, they’re a new kind of experience-with-purchase.

Dave Brady, Creative Director at Colenso BBDO, says: “We wanted to reconnect Kiwi drinkers with a beer that was born on the streets of southeast Asia. That’s why Easternising the Western bar snack felt like a natural response, one that demonstrated our attitude towards the unknown in a way that got people talking – and crunching.”

Sean O’Donnell, Marketing Director at DB Breweries Ltd, continues: “The campaign not only further emphasizes Tiger’s refreshing point of view on the world, but gives our drinkers a new way to truly experience it for themselves. Something a little East of what they know.”

The newly-implemented platform brings an ode to the beer’s Eastern roots via a series of eclectic OOH executions and online video, which feature Eastern tattoo artists, dancers, DJ’s and rappers, shot by Magdalena Wosinska.