Tiger Beer roars nationwide in Year of the Dragon celebration

In a dazzling spectacle at Sunway Velocity Mall, Tiger Beer officially kicked off its ‘Cheers to a Bolder Tomorrow’ campaign, encouraging Malaysians to embrace their courage and set ambitious goals in the auspicious Year of the Dragon.

The campaign draws inspiration from the powerful symbolism of the dragon and tiger in Chinese culture. These iconic symbols, when combined, represent an unstoppable force, embodying strength and courage. To amplify this spirit, Tiger Beer has rolled out a series of exciting promotions and activities, creating an atmosphere of ‘huat’ (prosperity) that resonates with the festive season.

The campaign gained early attention last week when a captivating video featuring a larger-than-life tiger and dragon dancing through the streets of Kuala Lumpur went viral on social media. Today, it was revealed that Tiger Beer orchestrated the stunt to inspire Malaysians to unleash their inner courage and pursue their boldest ambitions in 2024.

Taking center stage at Sunway Velocity Mall until January 28, the campaign will subsequently move to Gurney Plaza in Penang from January 24 to February 12, and Ipoh Parade from January 23 to February 9. Shoppers visiting these locations will have the chance to participate in on-ground games, testing various skills for an opportunity to win exclusive Tiger Beer merchandise.

Bold campaign launch

The official media launch saw Roland Bala, Managing Director of Heineken Malaysia Berhad, and Willemijn Sneep, Marketing Director of HEINEKEN Malaysia, setting an enthusiastic tone for the crowd. The campaign tagline, ‘Gan Gan Chong,’ echoed through the venue before the launch animation video played, unveiling the exciting campaign details.

Roland Bala expressed the brand’s desire to be a part of the Chinese New Year celebration, stating, “CNY is a time when we come together with friends and family optimistically hoping for a prosperous year ahead, and Tiger Beer wants to be part of the celebration with everyone. With attractive nationwide activations and promotions, we want our loyal consumers to experience the formidable force of the tiger and the dragon.”

A notable addition to this year’s campaign is the ‘Bolder Tomorrow’ Instagram Filter by @TigerBeerMY. By scanning any Tiger Beer logo, users can generate unique New Year blessings and share their biggest goal for 2024 on Instagram Stories. Participants stand a chance to win merchandise from the Tiger Beer x Against Lab Year of The Dragon collection, available exclusively at in-mall experiences and online on againstlab.com.

The collaboration with Against Lab seamlessly combines Tiger Beer’s heritage with contemporary fashion, offering a five-piece collection that defines a bolder tomorrow in style.

As the campaign unfolds across the nation, consumers can redeem exclusive merchandise when purchasing Tiger Beer brews. For more details on the Tiger Beer CNY 2024 campaign, merchandise, promotions, contests, and giveaways, visit tigercny.tigerbeer.com or follow Tiger Beer on social media at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy.