Uncage Your TIGER: Looking into Heineken Myanmar’ Year of the Tiger Campaign

The campaign featured iconic influencer Paing Takhon as its ambassador.

In 2021, COVID-19 and instabilities in Myanmar impacted both economic and social progress. The Myanmar youth were left confused about their path to success following the unprecedented years, as their hopes, goals for the future, and dreams were clouded with uncertainty.

This led Heineken Myanmar, through its Tiger Beer brand and in partnership with advertising agency Vero, to launch a Year of the Tiger (YOTT) Thingyun Myanmar New Year campaign as part of a global initiative. This year is exceptionally significant for Tiger Beer, as the YOTT occurs only once every 12 years. 

The objective of the campaign is to reinforce its brand purpose: “Uncage Your Tiger.” It ensured the company’s brand communication touchpoint strategy delivered the right message with promotional mechanics to engage and convert. 

Tiger Beer deployed its campaign through several touchpoints, including digital, media buying, creative Out of Home Advertising (OOH), programmatic advertising, on-ground activities, influencer partnerships, and consumer engagements through on-trade activations.

Tiger Beer and Vero took on the challenge to reinforce the brand positioning through localising

YOTT's global strategy through messaging and creating a campaign and creating that sparks bravery. It delivered a consistent message across all touchpoints. 

To make its messaging more impactful, the company onboarded iconic influencer Paing Takhon and other five top young influencers who have embodied the Tiger spirit and are looked up to by the young target audience. 

As part of giving back to the community through brand loyalty from customers, Tiger Beer introduced limited-edition Tiger Beer cans during the Thingyan Festive Period, where each purchase contributed to the Tiger Community Programme.

It also launched a unique initiative called "Towards the Dreams with Tiger," which enabled young people to fulfil their potential and explore their passions. In this programme, the company identified the most desired and on-demand passions in Myanmar and collaborated with top professionals for each category. It received 916 submissions within the two-week registration period.

The achievements of the YOTT campaign, as well as the unique initiatives launched to attain this goal, have received recognition from the FMCG Asia Awards 2022. Heineken Myanmar was hailed as the winner of the Campaign of the Year – Myanmar Category.

“Through the Tiger Community Programme and our extensive influencer engagement, we were able to bring audiences together in continuing to ignite passion and encouraging belief in a better future for Myanmar,” the company said.

The prestigious awards programme celebrates the most outstanding companies in the Asia Pacific FMCG industry that have shown exemplary performance with their innovative products and initiatives.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].