Have you ever thought about how the Kallang Wave and Chicken Rice was invented? Well, Tiger Beer a brand synonymous with the Singaporean identity and culture, has given this some serious consideration in light of the country’s 50th anniversary. The result was two mockumentaries dubbed the Unofficial Official History of Singapore.
Kicked off this month, the campaign story goes like this… The ‘Unofficial Official History of Singapore’ was discovered recently, amongst other Tiger Beer relics and artefacts, in an aged and weathered crate in an abandoned pre-war bunker at the foot of Mount Faber by a local urban explorer. The clip presents a curious angle on the backstory behind two of the nation’s most distinct and iconic attributes – the Kallang Wave, and the ever-popular national dish, Chicken Rice. Viewers can watch the short films on Tiger Beer’s website.
“Tiger Beer has been an intrinsic part of the Singapore identity and culture since its inception in 1932. As we celebrate the nation’s 50th birthday, we want Singaporeans to celebrate another great thing which was born in 1965 – the first Tiger Beer can. With our light-hearted campaign, Tiger aims to inspire Singaporeans to uncage their creativity and think about the origins and backstories behind some of the social peculiarities that have given Singapore its distinctive identity, in a fun way,” said Mr. Rene de Monchy, Head of Marketing, Asia Pacific Breweries Singapore.
Inspired by the first Tiger Beer can in 1965, the brand will be releasing limited-edition adaptations of the classic 1965 theme in cans, pints and bottles format in commemoration of Singapore’s 50th anniversary.
Other promotions include:
– Four specially designed SG50 15-can (330ml) packs which will be available from 16 March 2015 at all major supermarkets and hypermarkets. Each pack (SGD35) comes with a limited edition t-shirt available in four different collectible designs.
– Fans will also receive a limited edition SG50 t-shirt when they purchase a bucket of Tiger pints at SGD50 at all participating bars and outlets.
– In line with the 1965 theme, consumers can also stand to redeem specially designed vintage analogue watches and vintage pens when they collect the corresponding crown liners from the limited edition SG50 quart bottle (633ml) available at all coffeeshops and hawker centres island-wide.
