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Tiger beer runs promos for Chinese New Year

Monday February 2, 2015 at 9:40am
Heineken’s premium Asian lager brand, Tiger beer, is running a raft of promotional activity for the 2015 Chinese New Year festival, including limited edition packaging, food-pairing deals, free-product with purchase coupons and a partnership with the London Eveneing Standard. To celebrate the year of the Sheep, the brand is introducing new outers packaging designed by Jacky Tsai and Shan Jiang, two Singapore artists based in London. In addition, building on the fact that food lies at the heart of many Chinese New Year traditions, Tiger will benefit from various activations across the on- and off-trade channels linked to Asian food. To celebrate this new launch in the off-trade, Tiger has teamed up with multiple supermarkets to offer shoppers promotions and sampling linked to Asian food in store, including placement in-chillers with Asian food, capturing shoppers’ attention with a host of new shelf barkers and FSDUs. In the on-trade, Tiger will be inspiring people to open their senses to the unexpected through the new ‘Uncage Your Senses’ campaign. It is also partnering with the London Evening Standard for a voucher campaign to challenge consumers to try something new over the Chinese New Year period. Consumers can visit participating restaurants listed in the London Evening Standard to trial one of three specially concocted exotic meals and present their voucher for a free bottle of Tiger. In addition to this activity, Heineken is also incentivising customers signed up to its Star Rewards on-trade loyalty scheme by giving them double points for stocking Tiger throughout February. Each licensee stocking Tiger across this period will also automatically be entered into a Heineken exclusive competition to win a holiday to Singapore. David Lette, premium brands director at Heineken UK, says: “As the country’s number one Asian beer, Tiger is the perfect choice to mark the Chinese New Year. This festival is a great opportunity to banish the post-Christmas blues and increase sales at a quieter time of year.”
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