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
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