Heineken Ireland: Tiger Uncage Originals

Tiger Beer, an alcoholic drinks brand, created the 'Tiger Uncage Originals' campaign in Ireland to get consumers to be creative in order to increase brand engagement and customer trials.

Campaign details

Agency: Havas DublinCountry: Ireland

Background

As Asia's number one premium beer, Tiger Beer is available in more than 50 markets worldwide. However, while it is the world's fastest growing premium beer, Tiger's position within the Irish market was uncertain due to an increasingly competitive market which was seeing a surge in popularity for craft beers.

Recent reports from the Independent Craft Brewers of Ireland and Bord Bia outlined that the volumes of beer produced by Irish microbreweries had increased by 415% to 134,000hl between 2011 and 2015, with approximately only 18% of that volume being...

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