International News: Tiger Balm anoints PR Communications to launch ’soft’ spin-off

SINGAPORE: One of Asia’s most popular international brands, Tiger Balm, has hired PR Communications to launch a spin-off product.

SINGAPORE: One of Asia’s most popular international brands, Tiger Balm, has hired PR Communications to launch a spin-off product.

SINGAPORE: One of Asia’s most popular international brands, Tiger

Balm, has hired PR Communications to launch a spin-off product.



The agency was appointed to hype Tiger Balm Soft following a three-way

pitch. The account team will be led by PR Communications founder Eric

Chan, who has been charged with launching the product to the youth

market some time this month. Further global market rollouts will occur

later in the year.



Ah Kuan Han, director and general manager of Haw Par Healthcare (the

company that makes and markets Tiger Balm) said Tiger Balm Soft boasts

new packaging, a lighter fragrance and a softer texture than its

predecessors.



He added that PR Communications’ work for Louis Vuitton was a major

factor in its selection, as the product launch is expected to focus on

lifestyle and fashion issues.



’These days, people want to be a little more discreet,’ said Han.

’Consumers can use it at home or out at night at social events.’



The Tiger Balm brand was launched in Singapore in 1903 by an immigrant

Chinese herbalist. The mentholated cure-all ointment now sells in more

than 100 countries. Haw Par Healthcare is said to be hoping that the PR

campaign for Tiger Balm Soft will rejuvenate the image of the entire

brand.



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