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Published on September 8, 2007

"We want to strengthen awareness of the Tiger brand by creating a new segment of young adult customers, aged 20-35, who have individual and unique lifestyles, and have a strong passion for winning. We also want to promote the clear image and positioning of Tiger in the market," Yodchaval Tirakanoksatit, marketing manager for Tiger Beer at Thai Asia-Pacific Brewery, said yesterday.

After three years, Tiger is still a new brand among local consumers, she said. Its core drinkers are those who used to stay abroad such as in Europe, Singapore and Malaysia and grew familiar with the brand. However, the brand is still weak among Thais.

Tiger brews 4 per cent of the standard beer consumed in the country.

The total market is expected to grow about 10 per cent to 2 billion litres this year, divided into premium, standard and economy segments with shares of 7 per cent, 10 per cent and 83 per cent respectively.

Yodchaval said the company's Heineken beer dominated in the premium beer segment with a 95-per-cent share, while Singha Corp's Singha brand controls 94 per cent of the standard beer segment. Chang of Thai Beverage leads the economy segment with 55 per cent.

In the new campaign, designed to leverage brand awareness among core targets and drive market share in the standard beer segment, Tiger joins six trendy, teen-idol Indy artists to launch the Art and Music Party with live performances from the best of 60 top-notch pub bands nationwide.

The campaign will be launched under the concept of "Passion for Winning".

"Tiger is organising an 'Art and Music Party' featuring an Indy party style in the hopes of attracting talent and stirring up curiosity and general excitement within Thailand's art and music communities," Yodchaval said.

"It is our strong commitment to support and promote Thai artists and musicians on a global scale. Tiger believes that success in the international arena does not come from luck or destiny but from commitment and dedication. Our activity highlights, therefore, a passion for winning and we believe that many people have this understanding in mind," she said.

"Encouraging the new generation to showcase their artistic and musical talents will urge an emerging, unconventional art and music platform and expand the horizon of art and music. We trust that every activity under the Tiger Translate Thailand campaign is a bridge to successfully connect the Tiger brand with new generation consumers" she said.

Tiger Translate has been very well received by many restaurants, pubs and bars nationwide, and so far almost 100 pub bands have joined the contest, she added.

Kwanchai Rungfapaisarn, The Nation