In Chinese culture, the dragon is deemed to be a strong and desirable zodiac symbol. And when coupled with the spirit of the tiger, these two represent a formidable force.
This is why Tiger Beer is encouraging consumers to recognise their courageous achievements and set even bolder ambitions for the Year of the Dragon.
With a series of promotions and ‘huat’-filled activities , the ‘Cheers to a Bolder Tomorrow’ campaign was officially launched at Sunway Velocity Mall, Kuala Lumpur on Jan 11, 2024.
A video of a larger-than-life tiger and dragon coming together in Kuala Lumpur was spread across social media, sparking curiosity among netizens.
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 at Sunway Velocity Mall until Jan 28, Gurney Plaza in Penang from Jan 24 until Feb 12 and Ipoh Parade in Ipoh, Perak from Jan 23 until Feb 9.
Shoppers can win exclusive merchandise at the three malls when they take part in a variety of on-ground games, each requiring a unique set of skills to win. From putting speed and precision to the test to using coordination, there are many ways to score exclusive Tiger Beer merchandise.
Heineken Malaysia managing director Roland Bala and marketing director Willemijn Sneep set the tone for the launch as they chanted the campaign’s tagline “Gan Gan Chong”, (the spirit to break through), 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.
“With attractive nationwide activations and promotions, we want our loyal consumers to experience the formidable force of the tiger and the dragon as they ‘Cheers to a Bolder Tomorrow’ by setting ambitions even bolder than before,” said Bala.
Also new this year is the ‘Bolder Tomorrow’ Instagram filter by @TigerBeerMY.
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.
The collection, consisting of five pieces, will be sold exclusively at in-mall experiences and online on againstlab.com.
For more information on the Tiger Beer CNY 2024 campaign, visit tigercny.tigerbeer.com, or Tiger Beer’s social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy.
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.
