Brewery encourages consumers to emulate the dragon, tiger for a bolder year


Bala addressing guests at the Tiger CNY 2024 campaign launch in Kuala Lumpur.

IN CHINESE culture, the dragon is deemed to be a strong and desirable zodiac symbol.

When coupled with the spirit of the tiger, they represent a formidable force.

This is why Tiger Beer is encouraging consumers to recognise their achievements and set even bolder ambitions for the Year of the Dragon.

With a series of promotions and activities filled with “huat” (prosperity), the “Cheers to a Bolder Tomorrow” campaign was launched at Sunway Velocity Mall in Cheras, Kuala Lumpur.

A video of a larger-than-life tiger and dragon coming together in Kuala Lumpur had recently spread across social media, sparking curiosity among the people.

It was revealed that Tiger Beer was behind the viral stunt and wanted to inspire Malaysians to “uncage” their inner courage to embrace their boldest ambitions this year.

Tiger Beer will be taking over the concourse area of three malls for its campaign – Sunway Velocity Mall until Jan 28, Gurney Plaza in Penang from Jan 24 until Feb 12 and Ipoh Parade, Perak from Jan 23 until Feb 9.

Campaign visitors stand a chance to win exclusive merchandise when they take part in a variety of on-ground games, each requiring a unique set of skills.

From putting speed and precision to the test to using coordination, there are many ways to score exclusive Tiger Beer merchandise.

Heineken Malaysia Bhd managing director Roland Bala and marketing director Willemijn Sneep set the tone for the campaign’s launch as they chanted the campaign’s tagline “Gan Gan Chong” (the spirit to break though with courage) before the launch animation video was played.

“Chinese New Year 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,” said Bala.

“With attractive nationwide activations and promotions, we want our loyal consumers to experience the formidable force of the tiger and the dragon with ‘Cheers to a Bolder Tomorrow’ by setting ambitions even bolder than before.”

Also new this year is the “Bolder Tomorrow” Instagram filter by Tiger Beer.

To unlock the filter, scan any Tiger Beer logo physically or digitally to generate unique New Year blessings, share it on Instagram stories mentioning your biggest goal for 2024 and stand to win merchandise from the Tiger Beer x Against Lab Year of The Dragon collection.

For details, visit Tiger Beer’s social media platforms.

Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only.

Heineken Malaysia advocates responsible consumption and urges consumers to not drink and drive.

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