'You Never Roar Alone': Tiger Beer's global brand director on the new repositioning

In a bustling market street somewhere in Asia, the humid air hangs heavy, thick with tempting scents, whirligig of sounds. Amid the chaos and the confusion, a street vendor clings to his dream of growing his humble cart into a thriving business. He withstands tropical storms, late nights, and countless setbacks, but his journey isn’t solitary. Friends, family, and even strangers rally behind him, offering their unwavering support. This narrative embodies the heart of Tiger Beer’s latest campaign ‘You Never Roar Alone.’

For over a decade, Tiger Beer’s ‘Uncage Your Tiger’ mantra has roared across Asia, championing individual drive and ambition. But extensive research conducted by the brand revealed an evolving consumer sentiment: even the fiercest tiger benefits from a shared roar. Global brand director Sean O’Donnell talks exclusively to Campaign and explains, "While consumers valued individual empowerment, it could feel demanding. They desired community support and shared aspirations to build confidence and courage."

This insight formed the bedrock of the Southeast brewing giant’s global repositioning, created with LePub Singapore. O'Donnell emphasises, "Progress isn’t just internally driven; it’s shared with the people around us—our tribe. Our research highlighted that individual progress accelerates when you connect with family and friends. Sharing your dreams and ambitions gives you the strength and courage to keep going.”

From solo ambitions to shared triumphs

For more than ten years, the ‘Uncage Your Tiger’ platform produced work to inspire people and break free from limits and chase bold ambitions. But as O’Donnell notes, it was time to reflect the audience's changing mindset.

“When you’re flying solo, that inner voice sometimes grapples with self-doubt or fear of failure. Our latest research showed that individual courage is often rooted in collective support.”

‘You Never Roar Alone,’ according to O’Donnell is a natural extension of the original platform, “one that acknowledges that your tribe of fellow tigers plays an important role in unlocking the courage to follow your passions.”

The campaign’s hero film, directed by Romain Chassaing of Solab Films, tells the story of a street vendor whose dream is realised thanks to the collective efforts of those around him. Although the repositioning is a drastic shift, the narrative will resonate deeply in Asia, given that culturally the collective often holds more weight than individualism.

“In many Asian cultures, people feel caught between the pressure to succeed and the conventions that limit them,” O’Donnell adds. “Tiger Beer is encouraging people to follow their own path, but with the support of their tribe—of their fellow tigers.”

Brewing up demand in a crowded market

For years, if an Asian walked to the bar, more likely than not, the drink of choice would be a beer. But not anymore. With inflationary pressures, the burgeoning NoLo (no and low alcohol) movement and young drinkers taking to sobriety, sales of non-alcoholic beverages are soaring, and the beer market is getting increasingly competitive and crowded.

To future-proof sales and stand out, Tiger Beer needed a bold strategy. ‘You Never Roar Alone’ leverages Tiger's established image as a beer associated with ambition, courage, and progress to foster deeper consumer connections. “Because of our consistent messaging around progress and courage, Tiger Beer is linked with more energised and forward-thinking conversations,” O’Donnell notes. “In Vietnam, for instance, groups drinking competing brands often discuss lighter topics like movies. With Tiger, the conversations have always been about ambitions, doubts, and future aspirations. That’s the energy we bring to the table.”

The new positioning is brought to life through partnerships, such as Tiger’s recent sponsorship of Manchester United as its official beer partner. “Football has always been a natural association for Tiger—it’s a sport that ignites passion, brings people together, and celebrates the same energy that drives our brand," O’Donnell added. “It’s part of our ambition to grow Tiger as a global brand within Heineken’s international portfolio.”

A global rollout with local resonance

‘You Never Roar Alone’ is being rolled out across key Southeast Asian markets, including Vietnam, Cambodia, Singapore, and Malaysia, before expanding to global audiences in 60 markets via digital platforms.

Digital engagement will be key to the campaign, with Tiger planning a social activation that encourages consumers to share their own stories of collective progress. “Digital platforms enable a level of engagement that’s crucial to our mission of launching a global social movement,” says O’Donnell.

Tiger Beer remains tight-lipped on the split of its media spend, but the emphasis on digital reflects a shift toward platforms that foster direct consumer interaction.

The high-stakes game of a rebrand

2023 was a rough year for beer. The Bud Light fiasco reshuffled the beer industry to the extent that US beer shipments hit their lowest level in a quarter-century, according to industry tracker Beer Marketer’s findings. And 2024 will be marked by the debacle of the radical Jaguar repositioning. The avant-garde rebranding—has been globally picked apart for its fuchsia landscape, the use of androgynous models, and a youth-centric approach devoid of its core product—that left many questioning the brand's identity and ability to sell cars.

Against this backdrop, Tiger’s approach is more measured than dramatic. Was it a calculated strategy to mitigate the risks linked with bold rebranding efforts?

“For us, it wasn’t an overhaul but a more nuanced connection with our consumers and the occasions they associate with the brand. Consistency has been key to our success,” O’Donnell reiterates. He talks about how the brand is not deviating from its DNA of progress and courage but merely adapting to the fact that pursuing ambitions can be a lonely journey. And that sharing experiences with friends provides encouragement, confidence and fun along the way.

The cautious evolution is reflected in Tiger’s latest packaging as well. While retaining the tiger emblem, the refreshed design has been tweaked for a modernised and a crisper presentation. The colour palette also remains the same, the background, however, is in a single shade now. The Singapore-founded brand is synonymous with attention-grabbing experiential stunts. To announce the new packaging, CGI-generated spectacles were planned for major cities, including Singapore and Ho Chi Minh, alongside a dramatic appearance above Manchester United’s home ground, Old Trafford. 

“We loved the challenge of bringing Tiger’s brand evolution to life with a story about the collective spirit that fuels progress,” says Stephan Schwarz, executive creative director, APAC at LePub Singapore. “More than a film, we’re igniting a movement, reminding everyone that we are stronger when we support one another.”

“Progress isn’t a solo act,” O’Donnell concludes. “Together, the roar of support empowers all of us to be bolder and unstoppable. That’s what Tiger Beer stands for.”

The campaign is now running in key markets globally, with further expansions planned for 2024.

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