Tiger
Tiger Beer had the ambition to become the beer of choice to enjoy with street food. A beer born on the streets should pair perfectly with the bold flavours found in Asian street food dishes.
BECOME THE BEER OF CHOICE
TIGER BEER, MALAYSIA’S NO. 1 BEER
Heineken wanted to understand better the different Asian streetfoods and find the best strategy on pairing them with Tiger beer.
KEY QUESTIONS BY HEINEKEN:
- What are the most popular street foods in Asia?
- Which street foods pair best with Tiger beer & why?
FOODPAIRING INPUT
PRODUCT INSIGHTS
Insights into the aroma profile and how they match with local ingredients.
MARKET INSIGHTS
Market Insights on street food from various Asian countries.
IDENTIFY BEST MATCHING STREET FOODS
Top recipes—
Tiger Crystal
Spicy coconut & chicken soup (Tom Kha Kai)
STRONG ASSOCIATION OF TIGER BEER WITH ASIAN STREET FOOD
UNIQUE POSITIONING
The work resulted in a profound understanding of Asian street food in combination with Tiger beer. The work triggered a series of activations and out-of-home campaigns which led to the current strong association and commercial success of Tiger beer in combination with Asian street food.
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