Tiger Beer has appointed international footballer Son Heung-Min (pictured) as its official Tiger brand ambassador. Tiger Beer said in a statement that Son's journey from South Korea to becoming an international football icon, as well as the highest scoring Asian player in Europe’s premier club competition, makes him the perfect partner for the brand's mission to help people uncage their inner tiger.
Sean O’Donnell, global brand director, Tiger Beer, said that it is delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realise their true selves. "Son is a global icon who perfectly embodies this spirit of Tiger Beer – he is courageous, confident and unstoppable. We believe that we are all born with a Tiger inside us - a version of ourselves that knows no limits to what is possible - but few of us are able to uncage it," he added.
The ambassadorship kicks off with the campaign "The Year of Your Tiger", a year-long movement which aims to encourage people to courageously chase their dreams in the Year of the Tiger; which starts on 1 February. Son posted emojis on his Instagram account a week before to tease the campaign launch and the unveiling of his ambassadorship.
Son then posted a video declaring his ambition for the year - winning a major trophy for his country - and invited his followers to share their own bold goals for the Lunar New Year as well.
Son said that he is delighted to partner with Tiger Beer in this movement to inspire people everywhere to own the year by embodying the spirit of the Tiger. "Tigers are strong in the face of adversity and never back down from a challenge, they're always bold and determined. I’ve always tried to have the courage to never give up on my dreams – even in the most difficult times. The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves," he added.
Tiger Beer has also launched a campaign video, created by Publicis One Team Tiger in Singapore, and directed by The Sweet Shop’s Fausto Becatti. The campaign will roll out in all Tiger markets, starting with Asia, Oceania and Brazil.
Tiger Beer's spokesperson told MARKETING-INTERACTIVE that the campaign will be promoted through an omni-channel strategy, "designed to inspire consumers across the world to set aside their fears and pursue their boldest ambitions in the Year of the Tiger". The campaign will also be promoted across TVCs, OOH, digital, social media, PR, and BTL touch points. "Social media activations involve publishing posts across both Instagram and Facebook feeds and stories, and using Instagram features such as Highlights and Add Yours stickers to drive awareness and engagement," the spokesperson added.
Additionally, over the next 12 months, Son, and a cast of influential voices across Asia Pacific, will share personal stories about dreaming big and how they intend to make the Year of the Tiger their own year.
Melissa Teoh, Tiger Beer’s global marketing manager, communications and digital, said that Tiger Beer’s brand DNA is all about inspiring people to dream big and pursue their own path, just as Son has done. "In the Year of the Tiger, we plan to go beyond simply inspiring people to pursue their passions but will also empower people to do so. We’re excited to start rolling out these programs over the coming months," she added.
Tiger Beer has declined to disclose the monetary value of the campaign.
Separately, this year also saw Charles & Keith appoint South Korean actress and singer Krystal as its first-ever global brand ambassador "to empower women around the world to express themselves freel y through fashion".
Gucci also brought on board South Korean stars Shin Min-ah and Lee Jung-jae as its global brand ambassadors in November last year. Both of them join the list of South Korean stars who have worked with Gucci, including EXO's Kai and singer-actress IU. Last year also saw Atome name South Korean boy band ASTRO as its global brand ambassador, while Lazada named South Korean boy band SEVENTEEN as its first regional Happiness Ambassadors .
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